Pearson BTEC Levels 4 and 5 Higher Natio PDF

Pearson BTEC Levels 4 and 5
Higher Nationals in Business
Contents
Unit 1: Business Environment 1

Unit 2: Managing Financial Resources and Decisions 7
Unit 3: Organisations and Behaviour 13
Unit 4: Marketing Principles 19
Unit 5: Aspects of Contract and Negligence for Business 25
Unit 6: Business Decision Making 29
Unit 7: Business Strategy 33
Unit 8: Research Project 39
Unit 9: Management Accounting: Costing and Budgeting 43
Unit 10: Financial Accounting and Reporting 47
Unit 11: Financial Systems and Auditing 51
Unit 12: Taxation 55
Unit 13: Personal and Professional Development 59
Unit 14: Working with and Leading People 65
Unit 15: Managing Business Activities to Achieve Results 71
Unit 16: Managing Communications, Knowledge and Information 77
Unit 17: Marketing Intelligence 81
Unit 18: Advertising and Promotion in Business 87
Unit 19: Marketing Planning 93
Unit 20: Sales Planning and Operations 99
Unit 21: Human Resource Management 105
Unit 22: Managing Human Resources 111
Unit 23: Human Resources Development 117
Unit 24: Employee Relations 123
Unit 25: English Legal System 129
Unit 26: Business Law 133
Unit 27: Further Aspects of Contract and Tort 139
Unit 28: European Law 143
Unit 29: The Internet and E-Business 147
Unit 30: Internet Marketing 153
Unit 31: E-Business Operations 159
Unit 32: Quality Management in Business 167
Unit 33: Small Business Enterprise 173
Unit 34: Operations Management in Business 179
Unit 35: European Business 185
Unit 36: Employment Law 189
Unit 37: Company Law 193
Unit 38: Business Events Management 197
Unit 39: Financial Investment Opportunities 203
Unit 40: Business Work Experience 209
Unit 41: Contemporary Issues in Marketing Management 215
Unit 42: Project Management for Business 221
Unit 43: Administrative Services 227
Unit 44: Business Psychology 233
Unit 45: Business Ethics 239
Unit 46: Corporate Environmental and Social Management 245
Unit 47: Employability Skills 251
Unit 48: Project Design Implementation and Evaluation 257
Unit 49: Work-based Experience 263
Unit 50: Management Accounting 269
Unit 51: International Marketing 275
Unit 52: Exporting and Importing Documentation and Procedures 281
Unit 53: Study and Communication Skills for Business 287
Unit 54: Business Skills for Proposals and Pitches 293
Unit 55: Business Economics 297
UNIT 1: BUSINESS ENVIRONMENT
Unit 1: Business Environment
Unit code: Y/601/0546

QCF level: 4
Credit value: 15 credits
Aim
The aim of this unit is to provide learners with an understanding of different
organisations, the influence of stakeholders and the relationship between
businesses and the local, national and global environments.
Unit abstract
Organisations have a variety of purposes that depend on why they were
established. Some operate for profit, whilst others do not. Organisations
structure themselves and operate in ways that allow their objectives to be met.
Every organisation has a range of stakeholders whose interests need to be
satisfied, but stakeholders have competing interests that may be hard to
reconcile.
Businesses operate in an environment shaped by the government, competitors,

consumers, suppliers, and international factors. Learners will understand that
some influences on the business environment are direct and clear, for example
taxation policies on corporate activities. Other influences are less clear, perhaps
coming from the international arena and sometimes with only an oblique impact
on the national business environment.
It is within this business environment that organisations function and have to

determine strategies and a modus operandi that allow them to meet their
organisational purposes in ways that comply with the relevant legal and
regulatory frameworks. In addition, business markets take various forms and
the structure of a market enables an understanding of how organisations
behave. In this unit learners will consider how different market structures
shape the pricing and output decisions of businesses, as well as other aspects
of their behaviour.
BTEC Levels 4 and 5 Higher Nationals specification in Business 1

Units Issue 7 May 2014 Pearson Education Limited 2014
Learning outcomes
On successful completion of this unit a learner will:
1 Understand the organisational purposes of businesses
2 Understand the nature of the national environment in which businesses operate
3 Understand the behaviour of organisations in their market environment
4 Be able to assess the significance of the global factors that shape national
business activities.
2 Pearson BTEC Levels 4 and 5 Higher Nationals specification in Business

Unit content
1 Understand the organisational purposes of businesses
Categories of organisation: legal structure; type e.g. private company, public

company, government, voluntary organisation, co-operative, charitable; sector
(primary, secondary tertiary)
Purposes: mission; vision; aims; objectives; goals; values; profits; market
share; growth; return on capital employed (ROCE); sales; service level;
customer satisfaction; corporate responsibility; ethical issues
Stakeholders: owners; customers; suppliers; employees; debtors; creditors;
financial institutions (banks, mortgage lenders, credit factors); environmental
groups; government agencies (central government, local authorities); trade
unions
Responsibilities of organisations: stakeholder interests; conflict of expectations;
power-influence matrix; satisfying stakeholder objectives; legal responsibilities
e.g. consumer legislation, employee legislation, equal opportunities and anti-
discriminatory legislation, environmental legislation, health and safety
legislation; ethical issues e.g. environment, fair trade, global warming, charter
compliance e.g. Banking Code
2 Understand the nature of the national environment in which businesses

operate
Economic systems: the allocation of scarce resources; effective use of

resources; type of economic system e.g. command, free enterprise, mixed,
transitional
The UK economy: size (gross domestic product, gross national product);
structure; population; labour force; growth; inflation; balance of payments;
balance of trade; exchange rates; trading partners; public finances (revenues,
expenditure); taxation; government borrowing; business behaviour e.g.
investment, objectives, risk awareness; cost of capital; consumer behaviour;
propensity to save; propensity to spend; tastes and preferences
Government policy: economic goals; fiscal policy: control of aggregate demand;
central and local government spending; Public Sector Net Borrowing (PSNB) and
Public Sector Net Cash Requirement (PSNCR); euro convergence criteria,
monetary policy; interest rates; quantitative easing; private finance initiative
(PFI); competition policy (up-to-date legislation including Competition Act 1998,
Enterprise Act 2002); Competition Commission, Office of Fair Trading;
Directorate General for Competition); European Commission); sector regulators
e.g. Ofgem, Ofwat, Civil Aviation Authority; Companies Acts; regional policy;
industrial policy; enterprise strategy; training and skills policy

3 Understand the behaviour of organisations in their market environment
Market types: perfect competition, monopoly, monopolistic competition,

oligopoly, duopoly; competitive advantage, strategies adopted by firms;
regulation of competition
Market forces and organisational responses: supply and demand, elasticity of
demand; elasticity of supply; customer perceptions and actions, pricing
decisions; cost and output decisions; economies of scale, the short run; the
long run, multi-national and transnational corporations; joint ventures,
outsourcing; core markets; labour market trends; employee skills, technology;
innovation; research and development; core competencies; business
environment (political, economic, social, technical, legal, environmental);
cultural environment
4 Be able to assess the significance of the global factors that shape

national business activities
Global factors: international trade and the UK economy; market opportunities;

global growth; protectionism; World Trade Organisation (WTO); emerging
markets (BRIC economies Brazil, Russia, India, China); EU membership; EU
business regulations and their incorporation in to UK law; EU policies e.g.
agriculture (CAP), business, competition, growth, employment, education,
economics and finance, employment, environment, science and technology,
regional); labour movement; workforce skills; exchange rates; trading blocs (eg
monetary unions, common markets; customs unions, free trade areas); labour
costs; trade duties; levies; tariffs; customs dues; taxation regimes;
international competitiveness; international business environment (political,
economic, social, technical, legal, environmental); investment incentives; cost
of capital; commodity prices; intellectual property; climate change e.g. Kyoto
Protocol, Rio Earth Summit; third world poverty; the group of 20 (G-20); global
financial stability

Learning outcomes and assessment criteria
Learning outcomes Assessment criteria for pass

On successful completion of The learner can:
this unit a learner will:
LO1 Understand the 1.1 identify the purposes of different types of
organisational organisation
purposes of businesses
1.2 describe the extent to which an organisation
meets the objectives of different stakeholders
1.3 explain the responsibilities of an organisation
and strategies employed to meet them
LO2 Understand the nature 2.1 explain how economic systems attempt to
of the national allocate resources effectively
environment in which
2.2 assess the impact of fiscal and monetary policy
businesses operate
on business organisations and their activities
2.3 evaluate the impact of competition policy and
other regulatory mechanisms on the activities
of a selected organisation
LO3 Understand the 3.1 explain how market structures determine the
behaviour of pricing and output decisions of businesses
organisations in their
3.2 illustrate the way in which market forces
market environment
shape organisational responses using a range
of examples
3.3 judge how the business and cultural
environments shape the behaviour of a
selected organisation
LO4 Be able to assess the 4.1 discuss the significance of international trade
significance of the to UK business organisations
global factors that
4.2 analyse the impact of global factors on UK
shape national
business organisations
business activities
4.3 evaluate the impact of policies of the European
Union on UK business organisations.

Guidance
Links
This unit has links with other business and economics-focused units such as Unit 3:
Organisations and Behaviour, Unit 7: Business Strategy, Unit 35: European
Business and Unit 45: Business Ethics.
This unit also links to the Management and Leadership NOS as mapped in
Annexe B.
Essential requirements
There are no essential or unique resources required for the delivery of this unit.
Employer engagement and vocational contexts

Centres can develop links with local employers. Many businesses look to employ
learners when they finish their programmes of study and may provide information
about the business environment which they operate in. They will have a view about
the impact of the governmental and EU factors that shape how they behave.
Many learners are, or have been, employed and will be able to draw on their
experience of employment and will have had experience of the nature of the
business environment and the ways in which organisations respond to and
determine the nature of that environment.

UNIT 2: MANAGING FINANCIAL RESOURCES AND DECISIONS
Unit 2: Managing Financial Resources

and Decisions
Unit code: H/601/0548

QCF level: 4
Aim
The unit aim is to provide learners with an understanding of where and how to
access sources of finance for a business, and the skills to use financial
information for decision making.
Unit abstract
This unit is designed to give learners a broad understanding of the sources and
availability of finance for a business organisation. Learners will learn how to
evaluate these different sources and compare how they are used.
They will learn how financial information is recorded and how to use this
information to make decisions for example in planning and budgeting.
Decisions relating to pricing and investment appraisal are also considered within
the unit. Finally, learners will learn and apply techniques used to evaluate
financial performance.
Learning outcomes
1 Understand the sources of finance available to a business
2 Understand the implications of finance as a resource within a business
3 Be able to make financial decisions based on financial information
4 Be able to evaluate the financial performance of a business.

Unit content
1 Understand the sources of finance available to a business
Range of sources: sources for different businesses; long term such as share
capital; retained earnings; loans; third-party investment; short/medium term
such as hire purchase and leasing; working capital stock control; cash
management; debtor factoring
Implications of choices: legal, financial and dilution of control implications;
bankruptcy
Choosing a source: advantages and disadvantages of different sources;
suitability for purpose e.g. matching of term of finance to term of project
2 Understand the implications of finance as a resource within a business
Finance costs: tangible costs e.g. interest, dividends; opportunity costs e.g. loss
of alternative projects when using retained earnings; tax effects
Financial planning: the need to identify shortages and surpluses eg cash
budgeting; implications of failure to finance adequately; overtrading
Decision making: information needs of different decision makers
Accounting for finance: how different types of finance and their costs appear in
the financial statements of a business; the interaction of assets and liabilities on
the balance sheet and on international equivalents under the International
Accounting Standards (IAS)
3 Be able to make financial decisions based on financial information
Budgeting decisions: analysis and monitoring of cash and other budgets

Costing and pricing decisions: calculation of unit costs, use within pricing
decisions; sensitivity analysis
Investment appraisal: payback period; accounting rate of return; discounted
cash flow techniques ie net present value; internal rate of return
Nature of long-term decisions: nature of investment importance of true value of
money; cash flow; assumptions in capital investment decisions; advantages and
disadvantages of each method

4 Be able to evaluate the financial performance of a business
Terminology: introduction to debit, credit, books of prime entry, accounts and

ledgers, trial balance, final accounts and international equivalents under the
International Accounting Standards (IAS)
Financial statements: basic form, structure and purpose of main financial
statements i.e. balance sheet, profit and loss account, cash flow statement,
notes, preparation not required; changes to reporting requirements under the
International Accounting Standards (IAS) e.g. statement of comprehensive
income, statement of financial position; distinctions between different types of
business i.e. limited company, partnership, sole trader
Interpretation: use of key accounting ratios for profitability, liquidity, efficiency
and investment; comparison both external ie other companies, industry
standards and internal ie previous periods, budgets


LO1 Understand the 1.1 identify the sources of finance available to a
sources of finance business
available to a business
1.2 assess the implications of the different sources
1.3 evaluate appropriate sources of finance for a
business project
LO2 Understand the 2.1 analyse the costs of different sources of
implications of finance finance
as a resource within a
2.2 explain the importance of financial planning
business
2.3 assess the information needs of different
decision makers
2.4 explain the impact of finance on the financial
statements
LO3 Be able to make 3.1 analyse budgets and make appropriate
financial decisions decisions
based on financial
3.2 explain the calculation of unit costs and make
information
pricing decisions using relevant information
3.3 assess the viability of a project using
investment appraisal techniques
LO4 Be able to evaluate the 4.1 discuss the main financial statements
financial performance
4.2 compare appropriate formats of financial
of a business
statements for different types of business
4.3 interpret financial statements using
appropriate ratios and comparisons, both
internal and external.

Guidance
Links
This unit links with the following units within this specification Unit 6: Business
Decision Making, Unit 9: Management Accounting: Costing and Budgeting,
Unit 10: Financial Accounting and Reporting, Unit 11: Financial Systems and
Auditing and Unit 12: Taxation.
This unit also covers some of the underpinning knowledge and understanding
for the NVQ in Accounting as set out in Annexe B.
The unit covers financial topics essential for learners who would like a career in
this field and wish to gain membership of a professional accounting body.
Learners will require access to financial and company reports.

Centres should develop links with local businesses. Many businesses and
chambers of commerce want to promote local business and are often willing to
provide work placements, visit opportunities, information about businesses and
the local business context and guest speakers.
www.businessbritainuk.co.uk provides information about business in Britain

and has extensive links to other business and
business news sites.
www.fsb.org.uk The Federation of Small Businesses provides

information, support and guidance about
small businesses in the UK.

UNIT 3: ORGANISATIONS AND BEHAVIOUR
Unit 3: Organisations and Behaviour

QCF level: 4
Aim
The aim of this unit is to give learners an understanding of individual and group
behaviour in organisations and to examine current theories and their
application in managing behaviour in the workplace.
Unit abstract
This unit focuses on the behaviour of individuals and groups within
organisations. It explores the links between the structure and culture of
organisations and how these interact and influence the behaviour of the
workforce. The structure of a large multi-national company with thousands of
employees worldwide will be very different from a small local business with 20
employees. The way in which an organisation structures and organises its
workforce will impact on the culture that develops within the organisation. This
system of shared values and beliefs will determine and shape the accepted
patterns of behaviour of an organisations workforce. The culture in
organisations that differ in size, for example, or are from different sectors of
the economy can be very different.
The structure and culture of an organisation are key factors which contribute to
motivating the workforce at all levels of the organisation. The Japanese were
instrumental in developing a culture of continuous improvement through
teamwork in their manufacturing industry. This culture has now been exported
around the world and encapsulates the way in which structure and culture
contribute to patterns of behaviour in the workplace. This unit will develop
learner understanding of the behaviour of people within organisations and of
the significance that organisational design has on shaping that behaviour.
Learning outcomes
1 Understand the relationship between organisational structure and culture
2 Understand different approaches to management and leadership
3 Understand ways of using motivational theories in organisations
4 Understand mechanisms for developing effective teamwork in organisations.

Unit content
1 Understand the relationship between organisational structure and

culture
Types of organisation and associated structures: functional, product-based,

geographically based, multi-functional and multi-divisional structures, matrix,
centralisation and de-centralisation; organisational charts; spans of control;
internal and external network structures; flexible working
Organisational culture: classification of organisational culture power culture,
role culture, task culture, person culture; cultural norms and symbols; values
and beliefs; development of organisational culture
Diagnosing behavioural problems: concepts; principles; perspectives;
methodology
Perception: definition; perceptual selection; perception and work behaviour;
attitude; ability and aptitude; intelligence
Significance and nature of individual differences: self and self-image;
personality and work behaviour; conflict
Individual behaviour at work: personality, traits and types; its relevance in
understanding self and others
2 Understand different approaches to management and leadership
Development of management thought: scientific management; classical

administration; bureaucracy; human relations approach; systems approach;
contingency approach
Functions of management: planning; organising; commanding; coordinating;
controlling
Managerial roles: interpersonal; informational; decisional
Nature of managerial authority: power; authority; responsibility; delegation;
conflict
Frames of reference for leadership activities: opportunist; diplomat; technician;
achiever; strategist; magician; pluralistic; transformational; change
3 Understand ways of using motivational theories in organisations
Motivation theories: Maslows Hierarchy of Needs; Herzbergs Motivation

Hygiene theory; McGregors Theory X and Y; Vroom and Expectancy theories;
Maccoby, McCrae and Costa personality dimensions
Motivation and performance: rewards and incentives; motivation and managers;
monetary and non-monetary rewards

Leadership: leadership in organisations; managers and leaders; leadership

traits; management style; contingency approach; leadership and organisational
culture
Leadership and successful change in organisations: pluralistic; transformational;
communications; conflict
4 Understand mechanisms for developing effective teamwork in

organisations
Teams and team building: groups and teams; informal and formal groups;
purpose of teams; selecting team members; team roles; Belbins theory;
stages in team development; team building; team identity; team loyalty;
commitment to shared beliefs; multi-disciplinary teams
Team dynamics: group norms; decision-making behaviour; dysfunctional
teams; cohesiveness
Impact of technology on team functioning: technology; communication;
change; networks and virtual teams; global and cross-cultural teams


LO1 Understand the 1.1 compare and contrast different organisational
relationship between structures and culture
organisational structure
1.2 explain how the relationship between an
and culture
organisations structure and culture can
impact on the performance of the business
1.3 discuss the factors which influence individual
behaviour at work
LO2 Understand different 2.1 compare the effectiveness of different
approaches to leadership styles in different organisations
management and
2.2 explain how organisational theory underpins
leadership
the practice of management
2.3 evaluate the different approaches to
management used by different organisations
LO3 Understand ways of 3.1 discuss the impact that different leadership
using motivational styles may have on motivation in
theories in organisations in periods of change
organisations
3.2 compare the application of different
motivational theories within the workplace
3.3 evaluate the usefulness of a motivation theory
for managers
LO4 Understand 4.1 explain the nature of groups and group
mechanisms for behaviour within organisations
developing effective
4.2 discuss factors that may promote or inhibit
teamwork in
the development of effective teamwork in
organisations
organisations
4.3 evaluate the impact of technology on team
functioning within a given organisation.

Guidance
Links
This unit links to the following units within this specification Unit 21: Human
Resource Management, Unit 22: Managing Human Resources, Unit 23: Human
Resources Development and Unit 24: Employee Relations.
Annexe B.

provide guest speakers, visit opportunities and information about the operation
of their businesses.

UNIT 4: MARKETING PRINCIPLES
Unit 4: Marketing Principles
Unit code: F/601/0556

QCF level: 4
Aim
This unit aims to provide learners with understanding and skills relating to the
fundamental concepts and principles that underpin the marketing process.
Unit abstract
This is a broad-based unit which gives learners the opportunity apply the key
principles of marketing.
Firstly, the unit looks at the definitions of marketing, and what is meant by a
marketing orientation and the marketing process.
Next, learners consider the use of environmental analysis in marketing and

carry out their own analyses at both macro and micro levels. They will also
investigate the importance of market segmentation and how this leads to the
identification and full specification of target groups. Learners then consider
buyer behaviour and positioning.
The unit looks at the main elements of both the original and the extended
marketing mix. This includes an introduction to the concept of the product life
cycle, new product development, pricing strategies, distribution options and the
promotion mix.
Finally, learners will develop their own marketing mixes to meet the needs of
different target groups. This includes considering the differences when
marketing services as opposed to goods. A range of other contexts is examined
including marketing to businesses instead of consumers and the development
of international markets.
Learning outcomes
1 Understand the concept and process of marketing
2 Be able to use the concepts of segmentation, targeting and positioning
3 Understand the individual elements of the extended marketing mix
4 Be able to use the marketing mix in different contexts.

Unit content
1 Understand the concept and process of marketing
Definitions: alternative definitions including those of the Chartered Institute of

Marketing and the American Marketing Association; satisfying customer needs
and wants; value and satisfaction; exchange relationships; the changing
emphasis of marketing
Marketing concept: evolution of marketing; marketing orientations; societal
issues and emergent philosophies; customer and competitor orientation;
efficiency and effectiveness; limitations of the marketing concept
Marketing process overview: marketing audit; integrated marketing;
environmental analysis; SWOT analysis; marketing objectives; constraints;
options; plans to include target markets and marketing mix; scope of marketing
Costs and benefits: links between marketing orientation and building
competitive advantage; benefits of building customer satisfaction; desired
quality; service and customer care; relationship marketing; customer retention;
customer profitability; costs of a too narrow marketing focus
2 Be able to use the concepts of segmentation, targeting and positioning
Macro environment: environmental scanning; political, legal, economic, socio-

cultural, ecological and technological factors
Micro environment: stakeholders (organisations own employees, suppliers,
customers, intermediaries, owners, financiers, local residents, pressure groups
and competitors); direct and indirect competitors; Porters competitive forces
Buyer behaviour: dimensions of buyer behaviour; environmental influences;
personal variables demographic, sociological, psychological motivation,
perception and learning; social factors; physiological stimuli; attitudes; other
lifestyle and life cycle variables; consumer and organisational buying
Segmentation: process of market selection; macro and micro segmentation;
bases for segmenting markets, (geographic, demographic, psychographic and
behavioural); multi-variable segmentation and typologies; benefits of
segmentation; evaluation of segments and targeting strategies; positioning;
segmenting industrial markets; size; value; standards; industrial classification
Positioning: definition and meaning; influence over marketing mix factors
3 Understand the individual elements of the extended marketing mix
Product: products and brands features, advantages and benefits; the total
product concept; product mix; product life cycle and its effect on other elements
of the marketing mix; product strategy; new product development; adoption
process

Place: customer convenience and availability; definition of channels; types and

functions of intermediaries; channel selection; integration and distribution
systems; franchising; physical distribution management and logistics; ethical
issues
Price: perceived value; pricing context and process; pricing strategies; demand
elasticity; competition; costs, psychological, discriminatory; ethical issues
Promotion: awareness and image; effective communication; integrated
communication process (SOSTT + 4Ms); promotional mix elements; push and
pull strategies; advertising above and below the line including packaging; public
relations and sponsorship; sales promotion; direct marketing and personal
selling; branding, internet and online marketing
The shift from the 4Ps to the 7Ps: product-service continuum; concept of the
extended marketing mix; the significance of the soft elements of marketing
(people, physical evidence and process management)
4 Be able to use the marketing mix in different contexts
Consumer markets: fast moving consumer goods; consumer durables;

coordinated marketing mix to achieve objectives
Organisational markets: differences from consumer markets; adding value
through service; industrial; non-profit making; government; re-seller
Services: nature and characteristics of service products (intangibility,
ownership, inseparability, perishability, variability, heterogeneity the 7Ps);
strategies; service quality; elements of physical product marketing; tangible
and intangible benefits
International markets: globalisation; cultural differences; standardisation versus
adaptation; the EU; benefits and risks; market attractiveness; international
marketing mix strategies


LO1 Understand the 1.1 explain the various elements of the marketing
concept and process of process
marketing
1.2 evaluate the benefits and costs of a marketing
orientation for a selected organisation
LO2 Be able to use the 2.1 show macro and micro environmental factors
concepts of which influence marketing decisions
segmentation,
2.2 propose segmentation criteria to be used for
targeting and
products in different markets
positioning
2.3 choose a targeting strategy for a selected
product/service
2.4 demonstrate how buyer behaviour affects
marketing activities in different buying
situations
2.5 propose new positioning for a selected
product/service
LO3 Understand the 3.1 explain how products are developed to sustain
individual elements of competitive advantage
the extended
3.2 explain how distribution is arranged to provide
marketing mix
customer convenience
3.3 explain how prices are set to reflect an
organisations objectives and market
conditions
3.4 illustrate how promotional activity is integrated
to achieve marketing objectives
3.5 analyse the additional elements of the
extended marketing mix
LO4 Be able to use the 4.1 plan marketing mixes for two different
marketing mix in segments in consumer markets
different contexts
4.2 illustrate differences in marketing products
and services to businesses rather than
consumers
4.3 show how and why international marketing
differs from domestic marketing.

Guidance
Links
Learners who have achieved a BTEC Higher Nationals in Business have, for
many years, been given entry to and exemptions from some parts of the
Chartered Institute of Marketings professional examinations. Further
information can be found in the Professional Body Recognition booklet available
from the Edexcel website.
This unit forms the basis of the Higher National marketing pathway linking with
other marketing units: Unit 17: Marketing Intelligence, Unit 18: Advertising and
Promotion in Business, Unit 19: Marketing Planning and Unit 20: Sales Planning
and Operations. There is also a link to Unit 1: Business Environment in relation
to the areas of stakeholders, effects of demand elasticity on pricing and
external market factors. The unit also provides links to Unit 30: Internet
Marketing and Unit 41: Contemporary Issues in Marketing Management.



information, support and guidance about small
businesses in the UK.

UNIT 5: ASPECTS OF CONTRACT AND NEGLIGENCE FOR BUSINESS
Unit 5: Aspects of Contract and

Negligence for Business

QCF level: 4
Aim
The aim of this unit is to provide learners with an understanding of aspects of
the law of contract and tort and the skill to apply them, particularly in business
situations.
Unit abstract
The unit introduces the law of contract, with a particular emphasis on the
formation and operation of business contracts. Learners are encouraged to
explore the content of these agreements and then develop skills relating to the
practical application of business contracts, including offer, acceptance,
intention, consideration and capacity. Relevant case law examples will be
covered. Learners will consider when liability in contract arises, the nature of
the obligations on both sides of the contract, and the availability of remedies
when a contract is not fulfilled in accordance with its terms.
Additionally, the unit will enable learners to understand how the law of tort
differs from the law of contract and examine issues of liability in negligence
relating to business and how to avoid it.
Learning outcomes
1 Understand the essential elements of a valid contract in a business context
2 Be able to apply the elements of a contract in business situations
3 Understand principles of liability in negligence in business activities
4 Be able to apply the principles of liability in negligence in business situations.

Unit content
1 Understand the essential elements of a valid contract in a business

context
Essential elements: offer and acceptance; intention to create legal relations;

consideration; capacity; privity of contract (note vitiating factors are
included in Unit 27: Further Aspects of Contract and Tort)
Types of contract: face to face; written; distance selling; impact
Types of terms: condition; warranty; innominate term; express; implied;
exclusion clauses and their validity
2 Be able to apply the elements of a contract in business situations
Elements: application of relevant principles and case law to business scenarios

Specific terms: contents of standard form business contracts; analysis of
express terms, implied terms and exclusion clauses in a given contract
Effect of terms: breach of condition, warranty and innominate terms; legality of
exemption clauses; outline of remedies; damages
3 Understand principles of liability in negligence in business activities
Negligence: differences to contract; duty of care; breach of duty; damage

causation and remoteness of damage; personal injuries; damage to property;
economic loss; occupier liability
Liability: employers liability; vicarious liability; health and safety issues
4 Be able to apply principles of liability in negligence in business

situations
Negligence: application of the legal principles of negligence and relevant

statutory and case law to business scenarios including: personal injuries,
damage to property, economic loss, occupier liability; defences; contributory
negligence; remedies


LO1 Understand the 1.1 explain the importance of the essential

essential elements of a elements required for the formation of a valid
valid contract in a contract
business context
1.2 discuss the impact of different types of
contract
1.3 analyse terms in contracts with reference to
their meaning and effect
LO2 Be able to apply the 2.1 apply the elements of contract in given
elements of a contract business scenarios
in business situations
2.2 apply the law on terms in different contracts
2.3 evaluate the effect of different terms in given
contracts
LO3 Understand principles 3.1 contrast liability in tort with contractual liability
of liability in negligence
3.2 explain the nature of liability in negligence
in business activities
3.3 explain how a business can be vicariously
liable
LO4 Be able to apply 4.1 apply the elements of the tort of negligence
principles of liability in and defences in different business situations
negligence in business
4.2 apply the elements of vicarious liability in
situations
given business situations.

Guidance
Links
This unit links with all the law units in the BTEC Higher Nationals in Business.
Learners will require access to law reports and contractual documents, such as
existing business standard form contracts.

provide visit opportunities, guest speakers or information about their business
and the local business context.

UNIT 6: BUSINESS DECISION MAKING
Unit 6: Business Decision Making
Unit code: D/601/0578

QCF level: 5
Aim
The aim of this unit is to give learners the opportunity to develop techniques for
data gathering and storage, an understanding of the tools available to create
and present useful information, in order to make business decisions
Unit abstract
In business, good decision making requires the effective use of information.
This unit gives learners the opportunity to examine a variety of sources and
develop techniques in relation to four aspects of information: data gathering,
data storage, and the tools available to create and present useful information.
ICT is used in business to carry out much of this work and an appreciation and
use of appropriate ICT software is central to completion of this unit.
Specifically, learners will use spreadsheets and other software for data analysis
and the preparation of information. The use of spreadsheets to manipulate of
numbers, and understanding how to apply the results, are seen as more
important than the mathematical derivation of formulae used.
Learners will gain an appreciation of information systems currently used at all

levels in an organisation as aids to decision making.
Learning outcomes
1 Be able to use a variety of sources for the collection of data, both primary and
secondary
2 Understand a range of techniques to analyse data effectively for business
purposes
3 Be able to produce information in appropriate formats for decision making in an
organisational context
4 Be able to use software-generated information to make decisions in an
organisation.

Unit content
1 Be able to use a variety of sources for the collection of data, both

primary and secondary
Primary sources: survey methodology; questionnaire design; sample frame;

sampling methods; sample error
Secondary sources: internet research; government and other published data;
by-product data
Storage: security of information; data protection issues; ethical issues
2 Understand a range of techniques to analyse data effectively for

business purposes
Representative values: mean, median, mode; calculation from raw data and
frequency distributions using appropriate software; using the results to draw
valid conclusions
Measures of dispersion: standard deviation for small and large samples; typical
uses (statistical process e.g. control, buffer stock levels)
Calculation: use of quartiles, percentiles, correlation coefficient
3 Be able to produce information in appropriate formats for decision

making in an organisational context
Creation and interpretation of graphs using spreadsheets: line, pie, bar charts
and histograms
Scatter (XY) graphs and linear trend lines: extrapolation for forecasting
(reliability)
Presentations and report writing: use of appropriate formats; presentation
software and techniques
4 Be able to use software-generated information to make decisions in an

organisation
Management information systems: computers and information processing tools

for operational, tactical and strategic levels of the organisation
Project management: networking and critical path analysis, Gantt and Pert
charts
Financial tools: net present value; discounted cash flow; internal rates of return


LO1 Be able to use a 1.1 create a plan for the collection of primary and
variety of sources for secondary data for a given business problem
the collection of data,
1.2 present the survey methodology and sampling
both primary and
frame used
secondary
1.3 design a questionnaire for a given business
problem
LO2 Understand a range of 2.1 create information for decision making by
techniques to analyse summarising data using representative values
data effectively for
2.2 analyse the results to draw valid conclusions in
business purposes
a business context
2.3 analyse data using measures of dispersion to
inform a given business scenario
2.4 explain how quartiles, percentiles and the
correlation coefficient are used to draw useful
conclusions in a business context
LO3 Be able to produce 3.1 produce graphs using spreadsheets and draw
information in valid conclusions based on the information
appropriate formats for derived
decision making in an
3.2 create trend lines in spreadsheet graphs to
organisational context
assist in forecasting for specified business
information
3.3 prepare a business presentation using suitable
software and techniques to disseminate
information effectively
3.4 produce a formal business report
LO4 Be able to use 4.1 use appropriate information processing tools
software-generated
4.2 prepare a project plan for an activity and
information to make
determine the critical path
decisions in an
organisation 4.3 use financial tools for decision making.

Guidance
Links
This unit is should be linked to the other core units in the programme in
particular: Unit 1: Business Environment, Unit 2: Managing Financial Resources
and Decisions; Unit 7: Business Strategy and Unit 8: Research Project.
There are also links with the following specialist units: Unit 9: Management
Accounting: Costing and Budgeting, Unit 15: Managing Business Activities to
Achieve Results, Unit 16: Managing Communications, Knowledge and
Information; Unit 19: Marketing Planning and Unit 34: Operations Management
in Business.
Annexe B.
It is essential that learners have access to computers and the internet and
specialist packages for statistical analysis and network planning.

Centres should try to develop links with local businesses. Many businesses and
chambers of commerce are keen to promote local business and are often willing to
provide visit opportunities, guest speakers, information about business and the
local business context.

UNIT 7: BUSINESS STRATEGY
Unit 7: Business Strategy

QCF level: 5
Aim
The aim of this unit is to give learners the knowledge and understanding of how a
business unit can strategically organise and plan for likely future outcomes in order
to be successful.
Unit abstract
One of the aims of this unit is to build on learners existing knowledge of the basic
tools of business analysis such as PESTLE and draw it together so that the learners
think strategically.
Learners will be introduced to further analysis tools needed for the process of
strategic planning. They will be able to assess the significance of stakeholder
analysis and carry out an environmental and organisational audit of a given
organisation.
Learners will learn how to apply strategic positioning techniques to the analysis of a
given organisation and prepare and present a strategic plan based on previous
analysis. They will also learn how to evaluate possible alternative strategies such as
market entry, substantive growth, limited growth or retrenchment and then justify
the selection of a strategy for a given organisation.
Finally, learners will assess the roles and responsibilities for strategy
implementation and analyse estimated resource requirements for the
implementation of a new strategy for a given organisation. Learners will then be
able to evaluate the contribution of specific, measurable, achievable, realistic and
time constrained (SMART) targets for the achievement of strategy implementation
in a given organisation.
Learning outcomes
1 Understand the process of strategic planning
2 Be able to formulate a new strategy
3 Understand approaches to strategy evaluation
4 Understand how to implement a chosen strategy.

Unit content
1 Understand the process of strategic planning
Strategic contexts and terminology: role of strategy; missions; visions;

strategic intent; objectives; goals; core competencies; strategic architecture;
strategic control
Strategic thinking: future direction of the competition; needs of customers;
gaining and maintaining competitive advantage; Ansoffs growth-vector matrix;
portfolio analysis
Planning systems: informal planning; top-down planning; bottom-up planning;
behavioural approaches
Strategic planning issues: impact on managers; targets; when to plan; who
should be involved; role of planning
Strategic planning techniques: BCG growth-share matrix; directional policy
matrices; SPACE, PIMS
2 Be able to formulate a new strategy
Stakeholder analysis: stakeholder significance grid; stakeholder mapping

Environment auditing: political, economic, socio-cultural, technological, legal
and environmental analysis (PESTLE); Porters 5 force analysis; the threat of
new entrants; the power of buyers; the power of suppliers; the threat of
substitutes; competitive rivalry and collaboration
Strategic positioning: the Ansoff matrix; growth; stability; profitability;
efficiency; market leadership; survival; mergers and acquisitions; expansion
into the global marketplace
The organisational audit: benchmarking; SWOT analysis; product positions;
value-chain analysis; demographic influences; scenario planning; synergy
culture and values
3 Understand approaches to strategy evaluation
Market entry strategies: organic growth; growth by merger or acquisition;

strategic alliances; licensing; franchising
Substantive growth strategies: horizontal and vertical integration; related and
unrelated diversification
Limited growth strategies: do nothing; market penetration; market
development; product development; innovation
Disinvestment strategies: retrenchment; turnaround strategies; divestment;
liquidation
Strategy selection: considering the alternatives; appropriateness; feasibility;
desirability

4 Understand how to implement a chosen strategy
The realisation of strategic plans to operational reality: communication (selling

the concepts); project teams; identification of team and individual roles,
responsibilities and targets; programme of activities; benchmark targets at
differing levels of the organisation
Resource allocation: finance; human resources; materials; time
Review and evaluation: an evaluation of the benchmarked outcomes in a given
time period in relation to corporate, operational and individual targets using
SMART principles (specific, measurable, achievable, realistic and time
constrained)


LO1 Understand the 1.1 assess how business missions, visions,
process of strategic objectives, goals and core competencies
planning inform strategic planning
1.2 analyse the factors that have to be considered
when formulating strategic plans
1.3 evaluate the effectiveness of techniques used
when developing strategic business plans
LO2 Be able to formulate a 2.1 analyse the strategic positioning of a given
new strategy organisation by carrying out an organisational
audit
2.2 carry out an environmental audit for a given
organisation
2.3 assess the significance of stakeholder analysis
when formulating new strategy
2.4 present a new strategy for a given
organisation
LO3 Understand approaches 3.1 analyse the appropriateness of alternative
to strategy evaluation strategies relating to market entry,
substantive growth, limited growth or
retrenchment for a given organisation
3.2 justify the selection of a strategy
LO4 Understand how to 4.1 assess the roles and responsibilities of
implement a chosen personnel who are charged with strategy
strategy implementation
4.2 analyse the estimated resource requirements
for implementing a new strategy for a given
organisation
4.3 evaluate the contribution of SMART targets to
the achievement of strategy implementation in
a given organisation.

Guidance
Links
This unit should be linked with the other core units in the programme. It draws on
the underpinning knowledge gained in the core and specialist units in the
programme. Pre-requisites for this unit are core Unit 1: Business Environment, Unit
2: Managing Financial Resources and Decisions, Unit 3: Organisations and
Behaviour and Unit 4: Marketing Principles.

chambers of commerce are keen to promote local business and are often willing to
provide visit opportunities, guest speakers and information about business and the
local business context.

UNIT 8: RESEARCH PROJECT
Unit 8: Research Project
Unit code: K/601/0941

QCF level: 5
Aim
To develop learners skills of independent enquiry and critical analysis by
undertaking a sustained research investigation of direct relevance to their
Higher Education programme and professional development.
Unit abstract
This unit is designed to enable learners to become confident using research
techniques and methods. It addresses the elements that make up formal
research including the proposal, a variety of research methodologies, action
planning, carrying out the research itself and presenting the findings. To
complete the unit satisfactorily, learners must also understand the theory that
underpins formal research.
The actual research depends on the learner, the context of their area of
learning, their focus of interest and the anticipated outcomes. The unit draws
together a range of other areas from within the programme to form a holistic
piece of work that will make a positive contribution to the learners area of
interest. Learners should seek approval from their tutors before starting their
research project.
Learning outcomes
1 Understand how to formulate a research specification
2 Be able to implement the research project within agreed procedures and to
specification
3 Be able to evaluate the research outcomes
4 Be able to present the research outcomes.

Unit content
1 Understand how to formulate a research specification
Research formulation: aims and objectives; rationale for selection; methodology

for data collection and analysis; literature review; critique of references from
primary sources e.g. questionnaires, interviews; secondary sources e.g. books,
journals, internet; scope and limitations; implications e.g. resources
Hypothesis: definition; suitability; skills and knowledge to be gained; aims and
objectives; terms of reference; duration; ethical issues
Action plan: rationale for research question or hypothesis; milestones; task
dates; review dates; monitoring/reviewing process; strategy
Research design: type of research e.g. qualitative, quantitative, systematic,
original; methodology; resources; statistical analyses; validity; reliability;
control of variables
2 Be able to implement the research project within agreed procedures

and to specification
Implement: according to research design and method; test research

hypotheses; considering test validity; reliability
Data collection: selection of appropriate tools for data collection; types e.g.
qualitative, quantitative; systematic recording; methodological problems e.g.
bias, variables and control of variables, validity and reliability
Data analysis and interpretation: qualitative and quantitative data analysis
interpreting transcripts; coding techniques; specialist software; statistical
tables; comparison of variable; trends; forecasting
3 Be able to evaluate the research outcomes
Evaluation of outcomes: an overview of the success or failure of the research

project planning, aims and objectives, evidence and findings, validity, reliability,
benefits, difficulties, conclusion(s)
Future consideration: significance of research investigation; application of
research results; implications; limitations of the investigation; improvements;
recommendations for the future, areas for future research
4 Be able to present the research outcomes
Format: professional delivery format appropriate to the audience; use of

appropriate media


LO1 Understand how to 1.1 formulate and record possible research project
formulate a research outline specifications
specification
1.2 identify the factors that contribute to the
process of research project selection
1.3 undertake a critical review of key references
1.4 produce a research project specification
1.5 provide an appropriate plan and procedures for
the agreed research specification
LO2 Be able to implement 2.1 match resources efficiently to the research
the research project question or hypothesis
within agreed
2.2 undertake the proposed research investigation
procedures and to
in accordance with the agreed specification
specification
and procedures
2.3 record and collate relevant data where
appropriate
LO3 Be able to evaluate the 3.1 use appropriate research evaluation
research outcomes techniques
3.2 interpret and analyse the results in terms of
the original research specification
3.3 make recommendations and justify areas for
further consideration
LO4 Be able to present the 4.1 use an agreed format and appropriate media
research outcomes to present the outcomes of the research to an
audience.

Guidance
Links
This unit may be linked to single or several units in the programme, depending
on the research topic and the context of the area of learning. It can be linked to
Unit 49: Work-based Experience and gives learners the opportunity to carry out
research in the same organisation where they undertook their placement.
Tutors will need to establish the availability of resources to support independent
study before learners proceed with their proposal.

Centres should try to establish relationships with appropriate organisations in
order to bring realism and relevance to learners research projects.

UNIT 9: MANAGEMENT ACCOUNTING: COSTING AND BUDGETING
Unit 9: Management Accounting: Costing

and Budgeting
Unit code: R/601/0836

QCF level: 4
Aim
The aim of this unit is to provide learners with the understanding and ability to
use cost information for budgeting and forecasting purposes in the
management of business.
Unit abstract
This unit looks at the cost information, both current and future, of businesses.
It looks at how cost data is collected, compiled and analysed, and processed
into information that is useful for business managers. Learners will have the
opportunity to apply these principles to practice.
The unit then deals with budgetary planning and control. It looks at how to
prepare forecasts and budgets and to compare these to actual business results.
Learners will again have practical experience of this.
Finally, the unit considers different costing and budgetary systems and the
causes of resulting variances, together with the possible implications and the
corrective action the business will need to take.
Learning outcomes
1 Be able to analyse cost information within a business
2 Be able to propose methods to reduce costs and enhance value within a business
3 Be able to prepare forecasts and budgets for a business
4 Be able to monitor performance against budgets within a business.

Unit content
1 Be able to analyse cost information within a business
Types of costs and classification: materials; labour; overheads; direct and

indirect; fixed; variable and semi-variable
Costing methods: job costing; batch costing; process costing; contract costing;
service costing
Cost measurement: absorption and marginal costing; traditional overhead
absorption and activity-based costing; stock valuation methods (FIFO, LIFO,
AVCO, standard costing)
Costing as basis for pricing and stock valuation: cost plus pricing; market
pricing; target costing
Data collection and analysis: sampling methods and purpose; presentation of
data e.g. tabular, diagrammatical, graphical; index numbers
2 Be able to propose methods to reduce costs and enhance value within a

business
Cost reports: preparation; comparison with other data; explanation and

implication of variances
Performance indicators: monitor and assess to identify potential improvements
Quality and value: definitions and interaction; added value; total quality
management
3 Be able to prepare forecasts and budgets for a business
The budgeting process: purpose; benefits; links with organisational

objectives/strategy; the budget manual; budgets as planning, coordinating,
motivation and control devices
Budget preparation: limiting or key factors; master, subsidiary and functional
budgets; cash budgets; the preparation of sales budget, debtors budgets,
creditors budgets, production costs, raw materials and finished goods budgets
Budgeting methods: incremental; zero-based; fixed and flexible
Behavioural consequences of budgets: padding the budget; spending to budget;
creative budgets
4 Be able to monitor performance against budgets within a business
Variances: types; analysis; calculation; possible causes; corrective action

Reporting: operating statement; reconciliation of budgeted and actual results
Responsibility centres: relevance to budgeting; identification of responsibility for
variances


LO1 Be able to analyse cost 1.1 classify different types of cost

information within a
1.2 use different costing methods
business
1.3 calculate costs using appropriate techniques
1.4 analyse cost data using appropriate techniques
LO2 Be able to propose 2.1 prepare and analyse routine cost reports
methods to reduce
2.2 use performance indicators to identify
costs and enhance
potential improvements
value within a business
2.3 suggest improvements to reduce costs,
enhance value and quality
LO3 Be able to prepare 3.1 explain the purpose and nature of the
forecasts and budgets budgeting process
for a business
3.2 select appropriate budgeting methods for the
organisation and its needs
3.3 prepare budgets according to the chosen
budgeting method
3.4 prepare a cash budget
LO4 Be able to monitor 4.1 calculate variances, identify possible causes
performance against and recommend corrective action
budgets within a
4.2 prepare an operating statement reconciling
business
budgeted and actual results
4.3 report findings to management in accordance
with identified responsibility centres.

Guidance
Links
The unit links with the following units within the specification: Unit 2: Managing
Financial Resources and Decisions, Unit 6: Business Decision Making, Unit 10:
Financial Accounting and Reporting, Unit 11: Financial Systems and Auditing
and Unit 12: Taxation.
Additionally it covers some of the underpinning knowledge and understanding

for NVQ in Accounting as mapped in Annexe B.
The unit covers topics essential to learners aiming for a career in management
accounting and who would like to become members of professional accounting
bodies.


UNIT 10: FINANCIAL ACCOUNTING AND REPORTING
Unit 10: Financial Accounting and

Reporting

QCF level: 4
Aim
In this unit learners will prepare financial statements for different types of
business, complying with relevant legal and regulatory provisions and the basic
principles of group accounts. Learners will also develop tools for the
interpretation of financial statements.
Unit abstract
It is essential for the success of any business that it has good financial control
and record keeping. Lack of effective control, planning and recording can
ultimately lead to poor financial results. Owners and managers need to be able
to recognise the indications of potential difficulties and take remedial action
when required.
The unit considers the current regulations governing financial reporting, the
formats of financial statements and the purpose of these statements for
different users.
Learners will use records to complete financial statements. They will consider
various categories of business income and expenditure and use cash flow
forecasts, monitoring and adjusting for the effective management of cash flow.
They will measure financial performance using a profit and loss account and
balance sheet and analyse the profitability, liquidity and efficiency of a business
through the application of ratio analysis.
Learning outcomes
1 Understand the regulatory framework for financial reporting
2 Be able to prepare financial statements from complete or incomplete records
3 Be able to present financial information in accepted formats for publication
4 Be able to interpret financial statements.

Unit content
1 Understand the regulatory framework for financial reporting
User groups: owners; managers; employees; suppliers; customers; lenders;

government; potential investors; different needs from financial statements
User needs: profitability; liquidity; gearing; cash flow; job security; Accounting
Standards Board (ASBs) statement of principles; International Accounting
Standards Board (IASBs) framework for the presentation of financial statements
Legislation: current legislation including Companies Acts 1985, 1989 and 2006;
Partnership Act 1890; European directives
Other regulations: International Accounting Standards (IASs); International
Financial Reporting Standards and the main differences from UK Statements of
Standard Accounting Practice (SSAPs) and Financial Reporting Standards
(FRSs); The Accounting Standards Board (ASB)
2 Be able to prepare financial statements from complete or incomplete

records
Statements: trial balance; assets, liabilities, income, expenses, capital; profit

and loss accounts; balance sheet; cash flow statement; notes to the accounts;
statement of recognised gains and losses; international equivalents under the
International Accounting Standards (IAS)
Types of business: sole trader; partnership; limited company (public and
private); manufacturing/service/retail, group of companies
Preparation: from trial balance with adjustments e.g. stock, prepayments,
accruals, bad debts, depreciation; from incomplete records; basic consolidation
of accounts; changes to reporting requirements under the International
Accounting Standards (IAS) e.g. statement of comprehensive income,
statement of financial position
3 Be able to present financial information in accepted formats for

publication
Types of business: different formats for the businesses described in learning

outcome 2 above; annual report
Formats: requirements of law and generally accepted accounting practice;
changes to reporting requirements under the International Accounting
Standards (IAS)
4 Be able to interpret financial statements
Ratios: calculate ratios to reflect profitability, liquidity, efficiency, gearing,

investment; comparison of these ratios both externally (other companies,
industry standards) and internally (previous periods); interpretation of results
Reporting: present findings in a format appropriate to users; weaknesses and
limitations of analysis


LO1 Understand the 1.1 describe the different users of financial

regulatory framework statements and their needs
for financial reporting
1.2 explain the legal and regulatory influences on
financial statements
1.3 assess the implications for users
1.4 explain how different laws/regulations are
dealt with by accounting and reporting
standards
LO2 Be able to prepare 2.1 prepare financial statements for a variety of
financial statements businesses from a trial balance, making
from complete or appropriate adjustments
incomplete records
2.1 prepare financial statements from incomplete
records
2.3 prepare a consolidated balance sheet and
profit and loss account for a simple group of
companies
LO3 Be able to present 3.1 explain how the information needs of different
financial information in user groups vary
accepted formats for
3.2 prepare financial statements in a form suitable
publication
for publication by a sole trader, partnership
and limited company
LO4 Be able to interpret 4.1 calculate accounting ratios to assess the
financial statements performance and position of a business
4.2 prepare a report incorporating and interpreting
accounting ratios, including suitable
comparisons.

Guidance
Links
The unit links with the following units within the specification: Unit 2: Managing
Management Accounting: Costing and Budgeting, Unit 11: Financial Systems
and Auditing and Unit 12: Taxation.
Additionally, the unit covers some of the underpinning knowledge and

understanding for the NVQ in Accounting as mapped in Annexe B.
The unit covers topics essential for learners aiming to make a career in this
field and who would like to become members of professional accounting bodies.
Published financial reports of public limited companies are essential and are
available from the companies themselves, or from the free online service
provided by The Financial Times.




UNIT 11: FINANCIAL SYSTEMS AND AUDITING
Unit 11: Financial Systems and Auditing
Unit code: J/601/0901

QCF level: 5
Aim
The aim of this unit is to enable learners to develop understanding and skills in
the management of business accounting systems and the conduct and
reporting of audits.
Unit abstract
In this unit learners will develop skills to evaluate the accounting systems of a
business, using both computerised and manual records, and apply fundamental
concepts. Learners will also analyse the management control systems of a
business and evaluate their effectiveness, particularly in terms of controls and
safeguards against error and fraud.
This unit will also enable learners to develop audit skills by contributing to the
planning and performance of an audit and the preparation of an audit report.
Learning outcomes
1 Understand the importance of keeping effective accounting systems within a
business
2 Be able to analyse the management control systems of a business
3 Be able to contribute to the planning and conduct of an audit assignment
4 Be able to prepare audit reports.

Unit content
1 Understand the importance of keeping effective accounting systems

within a business
Accounting records: books of prime entry (daybooks); accounts and ledgers

(sales, purchases, nominal/general); trial balance; final accounts
Fundamental accounting concepts: accruals; prudence; consistency; going
concern; materiality; business entity
Accounting systems: manual and computerised; effect of business size and
structure
2 Be able to analyse the management control systems of a business
Business risk: types e.g. operational, financial, compliance; identification of risk

and responsibility for risk management; influences on corporate governance
e.g. Cadbury Code
Control: control systems and procedures within the business eg segregation of
duties, authorisation
Fraud: types; implications; detection
3 Be able to contribute to the planning and conduct of an audit

assignment
Regulatory environment: legal duties and status of auditors; liability of auditors;

auditing standards and guidelines
Role of the auditor: internal and external audit and the relationship between the
two; responsibilities of management as opposed to auditors
Audit planning: scope; materiality; risk
Audit testing: systems based (compliance) and substantive testing; sampling
methods e.g. random, stratified, systematic; confidence intervals
Records: audit files and working papers; checklists and programmes; flow
charts and questionnaires
4 Be able to prepare audit reports
Statutory reports: purpose; content (opinion of auditor), qualified and

unqualified, types of qualification
Management letters: purpose and content


LO1 Understand the 1.1 explain the purpose and use of the different
importance of keeping accounting records
effective accounting
1.2 assess the importance and meaning of the
systems within a
fundamental accounting concepts
business
1.3 evaluate the factors which influence the
nature and structure of accounting systems
LO2 Be able to analyse the 2.1 identify the different components of business
management control risk
systems of a business
2.2 analyse the control systems in place in a
business
2.3 evaluate the risk of fraud within a business
suggesting methods for detection
LO3 Be able to contribute to 3.1 plan an audit with reference to scope,
the planning and materiality and risk
conduct of an audit
3.2 identify and use appropriate audit tests
assignment
3.3 record the audit process in an appropriate
manner
LO4 Be able to prepare audit 4.1 prepare a draft audit report
reports
4.2 draft suitable management letters in relation
to a statutory audit.

Guidance
Links
The unit links with the following units in the programme: Unit 2: Managing
Management Accounting: Costing and Budgeting, Unit 10: Financial Accounting
and Reporting and Unit 12: Taxation.
Learners should complete Unit 10: Financial Accounting and Reporting before
starting this unit.
Additionally the unit covers some of the underpinning knowledge and

understanding for the NVQ in Accounting as mapped in Annexe B.
The unit covers topics essential for learners aiming to make a career within
finance and who would like to become members of professional accounting
bodies.




UNIT 12: TAXATION
Unit 12: Taxation

QCF level: 5
Aim
This unit aims to give learners an understanding of the taxation of individuals
and limited companies in the United Kingdom.
Unit abstract
Learners will understand the need for taxation and may already be familiar with
the calculation and collection of income tax through the Pay as You Earn system
applied to employees.
The unit introduces learners to the UK tax environment and explores the
administration and collection of taxation in the UK and the duties of the tax
practitioner.
The unit gives learners the skills needed to understand and compute the
calculation of income tax for both individuals and businesses Learners will then
consider the liability for and computation of corporation tax and capital gains
tax.
Learning outcomes
1 Understand the duties and responsibilities of the tax practitioner in the UK tax
environment
2 Be able to calculate personal tax liabilities for individuals and partnerships
3 Be able to calculate corporation tax liabilities for companies
4 Be able to calculate capital gains tax payable for individuals and businesses.

UNIT 12: TAXATION
Unit content
1 Understand the duties and responsibilities of the tax practitioner in the

UK tax environment
UK tax environment: purpose and types of taxation (income tax, corporation

tax, capital gains tax and inheritance); different methods of collection; tax
legislation
Tax practitioner: dealing with the Inland Revenue; advising clients; calculating
liabilities; implications for non-payment; respecting confidentiality and seeking
advice when needed
2 Be able to calculate personal tax liabilities for individuals and

partnerships
Sources of income: income from employment including benefits in kind; income

from self-employment e.g. sole trader or partnership; income from investments
Tax computations: relevant and allowable expenses; charges on income;
payments to charities; tax free allowances; tax rates and payment dates
Tax of the self-employed: bases of assessment; adjustment of profits and
losses e.g. disallowed expenditure; tax losses; capital expenditure and
allowances
Documentation: tax returns, P60, P45 and P11D
3 Be able to calculate corporation tax liabilities for companies
Bases of assessment: scope of corporation tax; accounting periods; chargeable

profits; due dates
Computation: adjusted profits; treatment of losses; corporation tax rates;
capital expenditure and allowances; treatment of income tax deductions
4 Be able to calculate capital gains tax payable for individuals and

businesses
Incidence and administration of capital gains tax: chargeable persons; assets

and disposals; payment dates
Computation: layout of computation; allowable expenditure; indexation
allowance and taper relief; dealing with losses; allowances;
rates/assets/disposals

UNIT 12: TAXATION

LO1 Understand the duties 1.1 describe the UK tax environment

and responsibilities of
1.2 analyse the role and responsibilities of the tax
the tax practitioner in
practitioner
the UK tax
environment 1.3 explain the tax obligations of tax payers or
their agents and the implications of non-
compliance
LO2 Be able to calculate 2.1 calculate relevant income, expenses and
personal tax liabilities allowances
for individuals and
2.2 calculate taxable amounts and tax payable for
partnerships
employed and self employed individuals and
payment dates
2.3 complete relevant documentation and tax
returns
LO3 Be able to calculate 3.1 calculate chargeable profits
corporation tax
3.2 calculate tax liabilities and due payment dates
liabilities for companies
3.3 explain how income tax deductions are dealt
with
LO4 Be able to calculate 4.1 identify chargeable assets
capital gains tax
4.2 calculate capital gains and losses
payable for individuals
and businesses 4.3 calculate capital gains tax payable.

UNIT 12: TAXATION
Guidance
Links
This unit links to the other accounting units Unit 9: Management Accounting:
Costing and Budgeting, Unit 10: Financial Accounting and Reporting, and
Unit 11: Financial Systems and Auditing and also core Unit 2: Managing
Financial Resources and Decisions
This unit also has links to the Accounting NOS as mapped in Annexe B.

UNIT 13: PERSONAL AND PROFESSIONAL DEVELOPMENT
Unit 13: Personal and Professional

Development
Unit code: T/601/0943

QCF level: 5
Aim
This unit aims to help the learner become an effective and confident self-
directed employee. This helps the learner become confident in managing own
personal and professional skills to achieve personal and career goals.
Unit abstract
This unit is designed to enable learners to assess and develop a range of
professional and personal skills in order to promote future personal and career
development. It also aims to develop learners ability to organise, manage and
practise a range of approaches to improve their performance as self-directed
learners in preparation for work or further career development.
The unit emphasises the needs of the individual but within the context of how
the development of self-management corresponds with effective team
management in meeting objectives.
Learners will be able to improve their own learning, be involved in teamwork

and be more capable of problem solving through the use of case studies, role
play and real-life activities.
Learning outcomes
1 Understand how self-managed learning can enhance lifelong development
2 Be able to take responsibility for own personal and professional development
3 Be able to implement and continually review own personal and professional
development plan
4 Be able to demonstrate acquired interpersonal and transferable skills.

Unit content
1 Understand how self-managed learning can enhance lifelong

development
Self-managed learning: self-initiation of learning processes; clear goal setting,

e.g. aims and requirements, personal orientation achievement goals, dates for
achievement, self-reflection
Learning styles: personal preferences; activist; pragmatist; theorist; reflector,
e.g. reflexive modernisation theory; Kolbs learning cycle
Approaches: learning through research; learning from others, e.g.
mentoring/coaching, seminars, conferences, secondments, interviews, use of
the internet, social networks, use of bulletin boards, news groups
Effective learning: skills of personal assessment; planning, organisation and
evaluation
Lifelong learning: self-directed learning; continuing professional development;
linking higher education with industry, further education, Recognition of Prior
Learning, Apprenticeships, Credit Accumulation and Transfer Schemes
Assessment of learning: improved ability range with personal learning; evidence
of improved levels of skill; feedback from others; learning achievements and
disappointments
2 Be able to take responsibility for own personal and professional

development
Self-appraisal: skills audit (personal profile using appropriate self-assessment

tools); evaluating self-management; personal and interpersonal skills;
leadership skills
Development plan: current performance; future needs; opportunities and
threats to career progression; aims and objectives; achievement dates; review
dates; learning programme/activities; action plans; personal development plan
Portfolio building: developing and maintaining a personal portfolio
Transcripts: maintaining and presenting transcripts including curriculum vitae
3 Be able to implement and continually review own personal and

professional development plan
Learning styles and strategies: types of styles; awareness of own personal

style; impact of personal style and interactions with others
Learning from others: formal learning and training; observation; mentoring;
supervision; tutorials; informal networks; team members; line managers; other
professionals

Evaluation of progress: setting and recording of aims and objectives; setting

targets; responding to feedback; re-setting aims and targets; establishing and
recognising strengths and weaknesses; directions for change; cycles of activity
(monitoring, reflecting and planning)
4 Be able to demonstrate acquired interpersonal and transferable skills
Transferable skills: personal effectiveness (ability to communicate effectively at

all levels, initiative, self-discipline, reliability, creativity, problem solving)
Verbal and non-verbal communication: effective listening, respect for others
opinions; negotiation; persuasion; presentation skills; assertiveness; use of ICT
Delivery formats: ability to deliver transferable skills using a variety of formats
Working with others: team player; flexibility/adaptability; social skills
Time management: prioritising workloads; setting work objectives; using time
effectively; making and keeping appointments; reliable estimates of task time


LO1 Understand how self- 1.1 evaluate approaches to self-managed learning

managed learning can
1.2 propose ways in which lifelong learning in
enhance lifelong
personal and professional contexts could be
development
encouraged
1.3 evaluate the benefits of self-managed learning
to the individual and organisation
LO2 Be able to take 2.1 evaluate own current skills and competencies
responsibility for own against professional standards and
personal and organisational objectives
professional
2.2 identify own development needs and the
development
activities required to meet them
2.3 identify development opportunities to meet
current and future defined needs
2.4 devise a personal and professional
development plan based on identified needs
LO3 Be able to implement 3.1 discuss the processes and activities required to
and continually review implement the development plan
own personal and
3.2 undertake and document development
professional
activities as planned
development plan
3.3 reflect critically on own learning against
original aims and objectives set in the
development plan
3.4 update the development plan based on
feedback and evaluation
LO4 Be able to demonstrate 4.1 select solutions to work-based problems
acquired interpersonal
4.2 communicate in a variety of styles and
and transferable skills
appropriate manner at various levels
4.3 evaluate and use effective time management
strategies.

Guidance
Links
The unit links with Unit 47: Employability Skills.
Annexe B.
Activities carried out in this unit could be part of the mainstream academic
activity and could be integrated into the whole programme of study. Learners
would benefit from links with the learning outcomes of other units and if review
meetings are held regularly.
A personal development portfolio or progress file should be put together, which

contains all information and personal records owned by the learner, including
planning and monitoring progress towards the achievement of personal
objectives. This could be web based, paper based or another format. Potentially
this could form the basis of an extended record of a lifelong record of learning
and achievement.
Tutors should be aware that textbooks are updated frequently and that they
should use the latest editions where available. This is a practical unit and
textbook materials should be used for reference purposes.

UNIT 14: WORKING WITH AND LEADING PEOPLE
Unit 14: Working with and Leading

People
Unit code: M/601/0908

QCF level: 5
Aim
The aim of this unit is to develop the skills and knowledge needed for working
with and leading others, through understanding the importance of recruiting the
right people for the job.
Unit abstract
An organisations success depends very much on the people working in it, and
recruiting the right people is a key factor. Organisations with effective
recruitment and selection processes and practices in place are more likely to
make successful staffing appointments. In competitive labour markets this is a
major advantage that well-organised businesses will have over their
competitors. It is important, therefore, for learners to appreciate that the
processes and procedures involved in recruitment and selection to meet the
organisations human resource needs are legal. This unit aims to develop
learner knowledge and understanding of the impact of the regulatory
framework on the recruitment process.
There are many benefits for both the individual and the organisation of working
in teams for both the individual and the organisation, most importantly that the
task is carried out better and more efficiently. An understanding of team
development and the leadership function is crucial when working with others. A
motivated workforce is more likely to be efficient and can contribute to the
long-term profitability of the business. In this unit learners will examine these
key areas and appreciate how an effective team leader can motivate and
develop individuals within teams.
Sometimes when people work in teams they have their own types of
communication, which can affect others and cause conflict or tension. In this
unit learners will have the opportunity to develop their own leadership skills as
well as building on the skills and knowledge needed to manage and lead people
and teams in an organisation. Learners will explore ways to manage teams and
individuals as well as motivating staff to perform better whilst meeting the aims
of the organisation.

Learning outcomes
1 Be able to use recruitment, selection and retention procedures
2 Understand the styles and impact of leadership
3 Be able to work effectively in a team
4 Be able to assess the work and development needs of individuals.

Unit content
1 Be able to use recruitment, selection and retention procedures
Legislation and requirements relating to recruitment and selection: internal and

external recruitment processes; selection processes including job descriptions,
person specifications, interviewing, use of CVs, assessment centres; diversity
issues, including legal requirements and obligations and business and ethical
cases regarding diversity; legislation and requirements relating to employment,
workers welfare and rights, health and safety, retention, succession planning
2 Understand the styles and impact of leadership
Theories, models and styles of leadership and their application to different

situations: impact of leadership styles; theories and practices of motivation e.g.
Maslow, McGregor, Herzberg; influencing and persuading others; influence of
cultural environment within the organisation; differences between leadership
and management; leadership power and control e.g. French and Raven;
delegation; emotional intelligence e.g. Higgs and Dulewicz
3 Be able to work effectively in a team
Teamworking and development: flexible working practices; team formation e.g.

Tuckman, structures and interactions e.g. Belbins Team Role Theory, Adairs
Action Centred Leadership model; benefits of team working; politics of working
relationships; diversity issues; working cultures and practices; promotion of
anti-discriminatory practices and behaviours; team building processes; conflict
resolution; delegation and empowerment; coaching, support, mentoring;
training, supervision, monitoring and evaluation
4 Be able to assess the work and development needs of individuals
Identifying development needs: learning styles and processes; supporting

individual learning and encouraging lifelong learning; planning, recording,
monitoring and evaluating; group development processes and behaviour
Planning, work orientation and job design: application of motivation theories
and empowerment techniques; communication styles and techniques;
delegation techniques and processes; supervision styles, working culture and
practices, regulations and codes of practice, diversity issues
Performance monitoring and assessment: measuring effective performance;
providing feedback; appraisal processes; benchmarking performance processes;
mentoring and counselling; methods of correcting under-performance;
legislation, codes of practice and procedures relating to disciplinary situations;
diversity issues; management principles; promotions of anti-discriminatory
practices and behaviours


LO1 Be able to use 1.1 prepare documentation to select and recruit a

recruitment, selection new member of staff
and retention
1.2 assess the impact of legal, regulatory and
procedures
ethical considerations to the recruitment and
selection process
1.3 take part in the selection process
1.4 evaluate own contribution to the selection
process
LO2 Understand the styles 2.1 explain the skills and attributes needed for
and impact of leadership
leadership
2.2 explain the difference between leadership and
management
2.3 compare leadership styles for different
situations
2.4 explain ways to motivate staff to achieve
objectives
LO3 Be able to work 3.1 assess the benefits of teamworking for an
effectively in a team organisation
3.2 demonstrate working in a team as a leader
and member towards specific goals, dealing
with any conflict or difficult situations
3.3 review the effectiveness of the team in
achieving the goals
LO4 Be able to assess the 4.1 explain the factors involved in planning the
work and development monitoring and assessment of work
needs of individuals performance
4.2 plan and deliver the assessment of the
development needs of individuals
4.3 evaluate the success of the assessment
process.

Guidance
Links
The unit links with the management and human resources units in this
specification.
Annexe B.

the local business context and visiting speakers. For this unit it would be useful
for learners to investigate the recruitment and selection processes in different
organisations, as well as the functions and performance of different types of
team.

UNIT 15: MANAGING BUSINESS ACTIVITIES TO ACHIEVE RESULTS
Unit 15: Managing Business Activities to

Achieve Results

QCF level: 4
Aim
The aim of this unit is to provide learners with the understanding and skills to
manage their activities in the business workplace to improve their effectiveness
and efficiency.
Unit abstract
This unit focuses on the effective and efficient planning and management of
business work activities. It gives learners with understanding and skills needed
to design and implement operational systems to improve their effectiveness
and efficiency and achieve the desired results for the business.
Learners are encouraged to consider the importance and interrelationship of

business processes and the implementation of operational plans, together with
quality systems and health and safety, in achieving satisfactory results.
Learning outcomes
1 Understand the importance of business processes in delivering outcomes based
upon business goals and objectives
2 Be able to develop plans for own area of responsibility to implement operational
plans
3 Be able to monitor appropriate systems to improve organisational performance
4 Be able to manage health and safety in the workplace.

Unit content
1 Understand the importance of business processes in delivering

outcomes based upon business goals and objectives
Functions: interrelationships of functions, mission, aims, objectives and culture;

interrelationship with processes
Processes: principles and models of effective process management; types of
business process measures, output; quality gateways; how to evaluate
suitability
2 Be able to develop plans for own area of responsibility to implement

operational plans
Areas of responsibility: internal and external customers; customer orientation;

market research; product development, principles and methods of short- to
medium-term planning; designing plans; PERT; critical path analysis; work flow,
prioritising workloads; how to develop SMART objectives; time management;
how to analyse and manage risk; how to align resources with objectives; legal,
regulatory and ethical requirements
Operational plans: product and service specifications and standards; meeting
quality, quantity, time and cost objectives; systems e.g. Just-in-Time; value-
added chains; statistical process control; coordinating activities; working within
organisational constraints and limitations
3 Be able to monitor appropriate systems to improve organisational

performance
Systems: Total Quality Management (TQM), TQM philosophy, principles,

methods and techniques; quality systems, quality circles, ISO9000/EN29000 or
subsequent current amendments, managing and monitoring quality
Organisational performance: principles of models which underpin organisational
performance; types of performance measures and how to determine and set
them; cost/benefit analysis; risk analysis; the value of a customer-focused
culture; the importance of prevention rather than correction; importance of
developing a continual improvement culture and how to involve others;
planning, proposing, implementing and evaluating change; identifying wider
implications of change within the organisation; Business Process Re-engineering
(BPR)
4 Be able to manage health and safety in the workplace
Health and safety: legislation and regulations relating to health and safety at
work; organisational policies and procedures regarding health and safety; risk
assessment and monitoring; practical application of regulations; public attitudes
and concerns relating to health and safety


LO1 Understand the 1.1 evaluate the interrelationship between the
importance of business different processes and functions of the
processes in delivering organisation
outcomes based upon
1.2 justify the methodology to be used to map
business goals and
processes to the organisations goals and
objectives
objectives
1.3 evaluate the output of the process and the
quality gateways
LO2 Be able to develop 2.1 design plans which promote goals and
plans for own area of objectives for own area of responsibility
responsibility to
2.2 write objectives, which are specific,
implement operational
measurable, achievable, realistic and time-
plans
based to align people and other resources in
an effective and efficient way
2.3 implement appropriate systems to achieve
objectives in the most efficient way, on time,
to budget and meeting organisational
standards of quality
2.4 carry out work activities meeting the
operational plan through effective monitoring
and control
LO3 Be able to monitor 3.1 design systems to manage and monitor
appropriate systems to quality standards specified by the organisation
improve organisational
3.2 demonstrate a quality culture to ensure
performance
continuous monitoring, evaluation and
development of the process
3.3 recommend improvements which align with
the organisations objectives and goals and
which result in improvements
3.4 report on the wider implications of proposed
changes within the organisation


LO4 Be able to manage 4.1 carry out risk assessments as required by
health and safety in the legislation, regulation and organisational
workplace requirements ensuring appropriate action is
taken
4.2 demonstrate that health and safety
regulations and legislation applicable in
specific work situations are correctly and
effectively applied
4.3 carry out a systematic review of
organisational health and safety policies and
procedures in order to ensure they are
effective and compliant
4.4 carry out practical application of health and
safety policies and procedures in the
workplace.

Guidance
Links
This unit links with all other management units within this specification.
Annexe B.
Tutors must build a bank of resource materials to ensure there is a sufficient
supply of relevant information across a range of activities and processes.

Learners can generate evidence from a work placement or work experience.
Some learners may have access to information from family owned and run
businesses.

UNIT 16: MANAGING COMMUNICATIONS, KNOWLEDGE AND INFORMATION
Unit 16: Managing Communications,

Knowledge and Information
Unit code: L/601/0950

QCF level: 4
Aim
The aim of this unit is to show how communications, knowledge and
information can be improved within an organisation including making better use
of IT systems.
Unit abstract
This unit recognises that communications do not automatically take place
effectively in organisations and that both information and work-based
knowledge is often insufficient when decisions are made. Learners will look at
how managers can improve the planning of their communications processes as
well as their communication skills. Learners will understand why managers
need to adopt a more inclusive approach to stakeholders affected by the
decisions they make and why they need to network on a more structured basis.
The unit also looks at how managers can make the information and knowledge
they gain accessible to other parts of the organisation.
The unit is designed to develop learner understanding of the interaction

between communications, knowledge and information. It also covers how IT
systems can be used as a management tool for collecting, storing,
disseminating and providing access to knowledge and information.
Learning outcomes
1 Understand how to assess information and knowledge needs
2 Be able to create strategies to increase personal networking to widen
involvement in the decision-making process
3 Be able to develop communication processes
4 Be able to improve systems relating to information and knowledge.

Unit content
1 Understand how to assess information and knowledge needs
Sources: internal and external, primary and secondary, formal and informal,
team workers, customers and other stakeholders
Types: qualitative and quantitative, tacit and explicit, official and unofficial,
policy and opinion
2 Be able to create strategies to increase personal networking to widen

involvement in the decision-making process
Sources: stakeholders and useful contacts, internal and external

Methods: formal, informal
Strategies: formal and informal, direct or via media, relating and interacting,
trust and confidentiality, forming business relationships, decision making and
decision taking
3 Be able to develop communication processes
Types: meetings and conferences, workshops and training events, internet and
email, written, telephone, video conferencing, one-to-one meetings
Approaches: structured and coordinated, planned, formal and informal
Strategy: advantages, disadvantages; informal, face-to-face, formal in writing,
emotional, intelligence
4 Be able to improve systems relating to information and knowledge
Type: hard and soft, websites and mailings, access and dissemination
Style: trends and patterns, diagrams and text, consistent and reliable, current
and valid; legal and confidential


LO1 Understand how to 1.1 discuss the range of decisions to be taken
assess information and
1.2 examine the information and knowledge
knowledge needs
needed to ensure effective decision taking
1.3 assess internal and external sources of
information and understanding
1.4 justify recommendations for improvement
LO2 Be able to create 2.1 identify stakeholders for a decision-making
strategies to increase process
personal networking to
2.2 make contact with those identified and
widen involvement in
develop business relationships
the decision-making
process 2.3 involve those identified in the decision making
as appropriate
2.4 design strategies for improvement
LO3 Be able to develop 3.1 report on existing processes of communication
communication in an organisation
processes
3.2 design ways to improve appropriateness
3.3 implement improvements to ensure greater
integration of systems of communication in
that organisation
3.4 create a personal plan to improve own
communication skills
LO4 Be able to improve 4.1 report on existing approaches to the
systems relating to collection, formatting, storage and
information and dissemination of information and knowledge
knowledge
4.2 carry out appropriate changes to improve the
collection, formatting, storage and
dissemination of information and knowledge
4.3 implement a strategy to improve access to
systems of information and knowledge.

Guidance
Links
This unit links with all other management units within this specification.
This unit also links with the Management and Leadership NOS. See Annexe B
for a mapping.


UNIT 17: MARKETING INTELLIGENCE
Unit 17: Marketing Intelligence

QCF level: 4
Aim
The aim of this unit is to enable learners to understand the purchase decision-
making process and how marketing research techniques are used to contribute
to the development of marketing plans.
Unit abstract
This unit explores buyer behaviour and how this is influenced by a range of
factors and situations. Learners will explore the marketing research process and
assess the importance of different types of information. The approach is
practical and learners will learn how to prepare and present a research
proposal, assess the reliability of market research findings, and use secondary
sources of data.
Learners will then develop the skills needed to assess trends and carry out
competitor analysis.
Finally, learners will consider customer relationship management and how to

assess levels of customer satisfaction.
The unit seeks to combine a sound theoretical framework with the development
of useful business skills.
Learning outcomes
1 Understand buyer behaviour and the purchase decision-making process
2 Be able to use marketing research techniques
3 Be able to assess market size and future demand
4 Be able to measure customer satisfaction.

Unit content
1 Understand buyer behaviour and the purchase decision-making process
Customers and markets: purchase decision-making process; buying situations

and types of buying decision; dimensions of buyer behaviour
Buyer behaviour: influences on buyer behaviour; stimulus response model;
models of purchase behaviour; diffusion and innovation; model unitary and
decision-making units
Buying motives: psychological factors, socio-psychological factors, sociological
factors, economic factors and cultural factors influencing customer behaviour;
lifestyle and life-cycle factors; customer and prospect profiling
Branding: relationship between brand loyalty, company image and repeat
purchase
2 Be able to use marketing research techniques
Market research: role and importance of marketing research; research process,

objectives; issues relating to the use of primary and secondary data sources
and methods; existing sources of primary and secondary market research;
internal sources; external sources; competitor data and sources and customer
data; ethics
Market research companies: benefits and limitations of use; cost; reliability and
types
Research techniques: stages of the market research process; research
proposals; qualitative and quantitative methods; surveys; sources of
information; value and interpretation of data
Types: face to face, telephone/postal; data mining technique; focus groups;
depth interviews; omnibus survey; psychological research; mystery shopper;
sales, price and distribution research
Reliability of research: validity; sampling process; sample size; sample and
interviewer bias; methods of recruitment
Researching developing and established markets: issues associated with
researching the developing as well as the established consumer; industrial and
service markets
Use of research data: research data supporting marketing planning; producing
actionable recommendations; evaluating research findings for business decision
making
3 Be able to assess market size and future demand
Measuring: defining the market; estimating total market size, value and
volume; growth and trends; forecasting future demand

Competitive analysis: competitor analysis market/product profiles of

competition, brand and market share; characteristics of the competition
market innovator/follower; objectives of the competition; strategies of the
competition; strengths and weakness of competition; future behaviour of the
competition and their strategic intent
4 Be able to measure customer satisfaction
Measuring customer satisfaction: post-sale surveys; data mining web

behaviour analysis; guarantees; complaint handling and suggestion systems;
mystery shopping; product placement; service agreements; customer follow-up
Customer care: customer relationship management programmes, objectives,
use and value in data collection, customer relationship management as a means
of adding value and influencing purchase/repeat purchase behaviour, customer
retention


LO1 Understand buyer 1.1 describe the main stages of the purchase
behaviour and the decision-making process
purchase decision-
1.2 explain theories of buyer behaviour in terms
making process
of individuals and markets
1.3 explain the factors that affect buyer behaviour
1.4 evaluate the relationship between brand
loyalty, corporate image and repeat
purchasing
LO2 Be able to use 2.1 evaluate different types of market research
marketing research techniques
techniques
2.2 use sources of secondary data to achieve
marketing research objectives
2.3 assess the validity and reliability of market
research findings
2.4 prepare a marketing research plan to obtain
information in a given situation
LO3 Be able to assess 3.1 assess market size trends within a given
market size and future market
demand
3.2 plan and carry out a competitor analysis for a
given organisation
3.3 evaluate an organisations opportunities and
threats for a given product or service
LO4 Be able to measure 4.1 evaluate techniques of assessing customer
customer satisfaction response
4.2 design and complete a customer satisfaction
survey
4.3 review the success of a completed survey.

Guidance
Links
This unit is part of the marketing pathway and forms a direct link with the other
marketing units in the pathway Unit 18: Advertising and Promotion in
Business, Unit 19: Marketing Planning and Unit 20: Sales Planning and
Operations.
The unit is also linked with Unit 4: Marketing Principles and Unit 6: Business
Decision Making.
Learners need access to market research and business information.

the local business context and guest speakers, or assistance with case study
material that could be used as a basis for the assignments for this unit.

Unit 18: Advertising and Promotion in

Business

QCF level: 4
Aim
The aim of this unit is to provide learners with the understanding and skills for
using advertising, promotion and marketing communications effectively.
Learners will put this into practice by planning an integrated promotional
strategy.
Unit abstract
The effective use of advertising and promotion is a fundamental requirement
for any business seeking to succeed in the modern business world. As they
progress through the unit, learners will build up their understanding of
advertising and promotion, which they can use to plan an integrated
promotional strategy for a business or product.
The unit introduces learners to the wide scope of marketing communications

and how the communications process operates. It includes a study of current
trends and the impact that ICT has had on marketing communications.
Learners will explore the marketing communications industry and how it
operates. They will also develop some knowledge of how the industry is
regulated to protect consumers.
Advertising and the use of below-the-line techniques are core components in

the development of an integrated communications strategy. This unit covers
both in detail. Learners will be introduced to the theory, as well as the practice,
that is fundamental to understanding advertising and below-the-line techniques
and how they can be used to their greatest effect.
On completion of this unit learners will be able to plan an integrated

promotional strategy for a business or product. This will include budget
formulation, creative and media selection, and how to measure the
effectiveness of their plan.

Learning outcomes
1 Understand the scope of marketing communications
2 Understand the role and importance of advertising
3 Understand below-the-line techniques and how they are used
4 Be able to plan integrated promotional strategies.

Unit content
1 Understand the scope of marketing communications
Communication process: nature and components of marketing communications;

models of communication; selection and implementation process; consumer
buying decision-making process; influences on consumer behaviour: internal
(demographics, psychographics, lifestyle, attitude, beliefs), external (cultural,
social, environmental factors); response hierarchy/hierarchy of effects models;
integration of marketing communications
Organisation of the industry: structure and roles of marketing communications
agencies; (advertising agencies, marketing agencies, creative agencies, media
planning and buying agencies); media owners; advertisers; triangle of
dependence; types of agency (full service, la carte, specialist agencies, media
independents, hot shops and boutiques, media sales houses); other supporting
services (public relations (PR), sales promotion, marketing research)
Regulation of promotion: Consumer Protection From Unfair Trading Regulations,
Sale of Goods Act, Supply of Goods and Services Act, Distance Selling
Regulations, Consumer Credit Act, Data Protection Act; statutory authorities
(Trading Standards, Ofcom, the Office of Communications); self-regulation
(Advertising Standards Authority (ASA), Committee of Advertising Practice
(CAP)); ethics, consumerism and public opinion as a constraint
Current trends: media fragmentation and the decline the power of traditional
media; ambient/out-of-home media e.g. product and brand placement, posters,
stickers, car park tickets, till receipts, petrol pumps; new media e.g., texts, use
of mobile phone, web-based media, pop-ups; brand proliferation; niche
marketing/micro-marketing; media inflation; maximising media spend;
increased sophistication and use of marketing research; responding to
globalisation (global marketing, global brands, global media); ethical marketing
e.g. fair trade, cause-related marketing; e-commerce; viral marketing; use of
social networking websites; search engine optimisation; web optimisation
The impact of ICT: role of ICT, internet and on channels of communication;
global media reach; cyber consumers; online shopping (interdependence,
disintermediation, reintermediation); the use of customer relationship
management (CRM); online security issues
2 Understand the role and importance of advertising
Role of advertising: definition, purpose and objectives of advertising; functions

of advertising (remind, inform, persuade, sell); advantages and disadvantages
of advertising; advertising process; role of advertising within marketing mix,
within promotional mix; characteristics of advertising media (print, audio,
moving image, ambient, new media)
Branding: definition, purpose, objectives, benefits and dimensions of branding;
brand strategies (individual, blanket, family, multi-branding, brand extension,
own brands, brand repositioning); brand image, personality and equity; brand
value, brand evaluation techniques

Creative aspects of advertising: communication brief (positioning, targeting,
messages, message-appeals); creative brief (advertisement design, visuals,
copy writing, creative strategies and tactics testing); impact of ICT on
advertisement design and dissemination; measuring advertising effectiveness;
key media planning concepts (reach, duplication, frequency, flighting);
principles in measuring media effectiveness (distribution, ratings, audience
share, awareness, cost per thousand)
Working with advertising agencies: agency structures; role of account handler
and account planner; process and methods of agency selection; agency
appointment including contracts and good practice guidelines; agency/client
relationships; remuneration (commission, fee, results), media planning; key
account management and the stages in developing key account relationships
3 Understand below-the-line techniques and how they are used
Primary techniques: sales promotion; public relations; loyalty schemes;

sponsorship; product placement; direct marketing; packaging; merchandising;
for each of the techniques detailed (consideration of role, characteristics,
objectives, advantages/disadvantages, appropriate uses, evaluation measures)
Other techniques: an overview of the role and uses of corporate
communications; image and identity; exhibitions; word-of-mouth; personal
selling; use of new media
4 Be able to plan integrated promotional strategies
Budget formulation: budget determination process; methods (percentage of

sales, per unit, cost-benefit analysis, competitive parity, task, customer
expectation, executive judgement); guidelines for budget allocation; overview
of media costs; relative costs of various promotional techniques; comparing low
and high-budget campaigns; new product considerations
Developing a promotional plan: situation analysis; objectives; communication
goals, target audiences; creative strategy; promotional strategy and tactics;
media selection; inter and intra-media decisions; scheduling; burst versus drip;
budget allocation; evaluation measures; planning tools (AIDA, DAGMAR, SOSTT
+ 4Ms, SOSTAC, planning software)
Integration of promotional techniques: benefits; methods; role of positioning;
positioning strategies; push and pull strategies; importance of PR; corporate
identity and packaging in aiding integration; barriers to integration (company
and agency organisational structures; cost); methods of overcoming these
barriers; levels of integration; award-winning campaigns
Measuring campaign effectiveness: comparison with objectives; customer
response; recall; attitude surveys; sales levels; repeat purchases; loyalty; cost
effectiveness; degree of integration; creativity; quantitative and qualitative
measures


LO1 Understand the scope 1.1 explain the communication process that
of marketing applies to advertising and promotion
communications
1.2 explain the organisation of the advertising and
promotions industry
1.3 assess how promotion is regulated
1.4 examine current trends in advertising and
promotion, including the impact of ICT
LO2 Understand the role 2.1 explain the role of advertising in an integrated
and importance of promotional strategy for a business or product
advertising
2.2 explain branding and how it is used to
strengthen a business or product
2.3 review the creative aspects of advertising
2.4 examine ways of working with advertising
agencies
LO3 Understand below-the- 3.1 explain primary techniques of below-the-line
line techniques and how promotion and how they are used in an
they are used integrated promotional strategy for a business
or product
3.2 evaluate other techniques used in below-the-
line promotion
LO4 Be able to plan 4.1 follow an appropriate process for the
integrated promotional formulation of a budget for an integrated
strategies promotional strategy
4.2 carry out the development of a promotional
plan for a business or product
4.3 plan the integration of promotional techniques
into the promotional strategy for a business or
product
4.4 use appropriate techniques for measuring
campaign effectiveness.

Guidance
Links
This unit links to other marketing units within the pathway Unit 17: Marketing
Intelligence, Unit 19: Marketing Planning and Unit 20: Sales Planning and
Operations.
Decision Making.
Learners must have access to the internet in order to carry out research. They
will also require access to a range of current advertising and promotional media
print, audio, moving image, ambient and new media. Tutors must build a
bank of resource materials to ensure there is a sufficient supply of relevant
information across a range of business types and sectors.

businesses.
Centres should develop links with local businesses such as businesses that
run advertising and promotional campaigns as part of their marketing strategy,
and agencies that are involved with providing the creative and planning input
for advertising and promotional campaigns. Many businesses and chambers of
commerce want to promote local business and are often willing to provide work
placements, visit opportunities, information about businesses and the local
business context and guest speakers.
Local Business Link organisations are another good source for employer
engagement as they are in contact with a range of different businesses in
different industries.

UNIT 19: MARKETING PLANNING
Unit 19: Marketing Planning

QCF level: 5
Aim
The aim of this unit is to provide learners with the understanding and skills to
develop marketing plans that meet marketing objectives, and meet the needs
of the target market.
Unit abstract
Effective planning is essential for any marketing activity to ensure that an
organisation realises its marketing objectives. Without planning, marketing activity
can be inappropriate and waste resources and opportunities.
This unit introduces learners to different ways of auditing, to looking at how
internal and external factors can influence marketing planning for an organisation,
in order to build up a picture of the marketplace.
Learners will gain an understanding of the main barriers to marketing planning, the
effects of barriers, and how these can be avoided or overcome.
Ethical issues in marketing are important in terms of how an organisation and its
products are perceived by customers and employees, and can affect the overall
ethos and ultimate success of the organisation. This unit will enable learners to
investigate and examine how exemplar organisations have been affected by ethical
issues, how they deal with them, and how ethical issues should be taken into
account when developing marketing plans.
On completion of this unit learners will be able to produce a marketing plan for a
product, a service or an organisation that is realistic, in terms of objectives and
resources, and effective in terms of the current situation in the marketplace.
Learning outcomes
1 Be able to compile marketing audits
2 Understand the main barriers to marketing planning
3 Be able to formulate a marketing plan for a product or service
4 Understand ethical issues in marketing.

Unit content
1 Be able to compile marketing audits
Changing perspectives: changing perspectives in marketing planning; market-

led strategic change
Assessment of capability: evaluate issues relating to aspects of competing for
the future and balancing strategic intent and strategic reality
Organisational auditing: evaluating and coming to terms with organisational
capability; balancing strategic intent and strategic reality; the determinants of
capability e.g. managerial, financial, operational, human resource and intangible
(brand) capability; approaches to leveraging capability; aspects of competitive
advantage
External factors: approaches to analysing external factors that influence
marketing planning; the identification and evaluation of key external forces
using analytical tools e.g. PEST (Political, Economic, Social, Technological),
PESTLE (Political, Economic, Social, Technological, Legal, Ethical), STEEPLE
(Social, Technological, Economic, Environmental, Political, Legal, Ethical); the
implications of different external factors for marketing planning; Porters five
forces analysis; identifying the organisations competitive position and relating
this to the principal opportunities and threats; market, product and brand
lifecycles
2 Understand the main barriers to marketing planning
Barriers: objective/strategy/tactics confusion; isolation of marketing function;

organisational barriers (organisational culture, change management, ethical
issues, behavioural, cognitive, systems and procedures, resources); competitor
strategy and activity; customer expectation
3 Be able to formulate a marketing plan for a product or service
The role of marketing planning in the strategic planning process: the

relationship between corporate objectives, business objectives and marketing
objectives at operational level; the planning gap and its impact on operational
decisions
The strategic alternatives for new product development: an overview of the
marketing planning process; SWOT analysis (Strengths, Weaknesses,
Opportunities, Threats); objectives in differing markets, products and services;
product modification through to innovation; evaluation of product and market
match; use of Ansoffs matrix; product failure rates and implications for
screening ideas against company capabilities and the market; product testing;
test marketing; organisational arrangements for managing new product
development; costs and pricing; encouraging an entrepreneurial environment;
the importance of learning from failure

Pricing policy: price taking versus price making; the dimensions of price;
approaches to adding value; pricing techniques (price leadership, market
skimming, market penetration pricing, competitive market-based pricing, cost-
based versus market-oriented pricing); the significance of cash flow; the
interrelationships between price and the other elements of the marketing mix;
taking price out of the competitive equation
Distribution: distribution methods; transport methods; hub locations, break-
bulk and distribution centres; choice of distribution to point-of-sale; distribution
and competitive advantage
Communication mix: evaluation of promotional mix to influence purchasing
behaviour; media planning and cost; advertising and promotional campaigns;
changes to advertising and promotional campaigns over the product lifecycle
(PLC); sales planning
Implementation: factors affecting the effective implementation of marketing
plans; barriers to implementation and how to overcome them; timing;
performance measures (financial, non-financial, quantitative, qualitative);
determining marketing budgets for marketing mix decisions included in the
marketing plan; methods of evaluating and controlling the marketing plan; how
marketing plans and activities vary in organisations that operate in a virtual
marketplace
4 Understand ethical issues in marketing
Ethical issues in marketing: ethics and the development of the competitive

stance; different perspectives on ethics in the global marketplace; ethical trade-
offs; ethics and managerial cultures
Ethics of the marketing mix: management of the individual elements of the
marketing mix
Product: gathering market research on products; identification of product
problems and levels of customer communication; product safety and product
recall
Price: price fixing; predatory pricing; use of loss leaders; deceptive pricing;
price discrimination
Promotion: media message impact; sales promotion; personal selling; hidden
persuaders; corporate sponsorship
Distribution: abuse of power e.g. restriction of supply; unreasonable conditions
set by distributors
Counterfeiting: imitation (fakes, knock-offs); pirate and bootleg copies; prior
registration and false use of trade names, brand names and domain names
Consumer ethics: false insurance claims; warranty deception; misredemption of
vouchers; returns of merchandise; illegal downloads, copying and distribution
(music, videos, film, software)


LO1 Be able to compile 1.1 review changing perspectives in marketing
marketing audits planning
1.2 evaluate an organisations capability for
planning its future marketing activity
1.3 examine techniques for organisational
auditing and for analysing external factors
that affect marketing planning
1.4 carry out organisational auditing and analysis
of external factors that affect marketing
planning in a given situation
LO2 Understand the main 2.1 assess the main barriers to marketing
barriers to marketing planning
planning
2.2 examine how organisations may overcome
barriers to marketing planning
LO3 Be able to formulate a 3.1 write a marketing plan for a product or a
marketing plan for a service
product or service
3.2 explain why marketing planning is essential in
the strategic planning process for an
organisation
3.3 examine techniques for new product
development
3.4 justify recommendations for pricing policy,
distribution and communication mix
3.5 explain how factors affecting the effective
implementation of the marketing plan have
been taken into account
LO4 Understand ethical 4.1 explain how ethical issues influence marketing
issues in marketing planning
4.2 analyse examples of how organisations
respond to ethical issues
4.3 analyse examples of consumer ethics and the
effect it has on marketing planning.

Guidance
Links
Intelligence, Unit 18: Advertising and Promotion in Business and Unit 20: Sales
Planning and Operations.
Decision Making.
Learners must have access to the internet in order to carry out research. They
will also require access to a range of case studies and exemplar material which
illustrate the theories and practice covered in the learning outcomes.

supply of relevant information across a range of business types and sectors.

businesses.
Centres should develop links with local businesses such as businesses that are
involved in marketing planning as part of their overall strategy. Many
businesses and chambers of commerce want to promote local business and are
often willing to provide work placements, visit opportunities, information about
businesses and the local business context and guest speakers. Local Business
Link organisations are another good source for employer engagement as they
are in contact with a range of different businesses in different industries.

UNIT 20: SALES PLANNING AND OPERATIONS
Unit 20: Sales Planning and Operations

QCF level: 5
Aim
The aim of this unit is to provide learners with an understanding of sales
planning, sales management, and the selling process, which can be applied in
different markets and environments.
Unit abstract
Selling is a key part of any successful business, and most people will find that
they need to use sales skills at some point in their working life if only to
persuade or win an argument. For anyone who is interested in sales as a
professional career it pays to understand the basics of selling, to practice, and
plan. This unit will introduce learners to the theory of selling and sales
planning, and give them the opportunity to put their personal selling skills into
practice.
The unit starts with an overview of how personal selling fits within the overall
marketing strategy for a business. Learners will be taken through the main
stages of the selling process, and be expected to put them to use. Once they
are confident about the selling process, learners will investigate the role and
objectives of sales management. This is knowledge that can be applied to a
wide range of organisations.
Finally, learners will be able to start planning sales activity for a product or
service of their own choice this is another valuable skill that is transferable to
many different situations learners may find themselves in as they move into
employment or higher education.
Learning outcomes
1 Understand the role of personal selling within the overall marketing strategy
2 Be able to apply the principles of the selling process to a product or service
3 Understand the role and objectives of sales management
4 Be able to plan sales activity for a product or service.

Unit content
1 Understand the role of personal selling within the overall marketing

strategy
Promotion mix: personal and impersonal communication; objectives of

promotional activity; push-pull strategies; integrating sales with other
promotional activities; evaluating promotion; allocation of promotion budget
Understanding buyer behaviour: consumer and organisational purchase
decision-making processes; influences on consumer purchase behaviour
(personal, psychological, social); influences on organisational buyer behaviour
(environmental, organisational, interpersonal, individual); purchase occasion;
buying interests and motives; buyer moods; level of involvement; importance
and structure of the DMU (Decision Making Unit); finding the decision-taker;
distinction between customers and users
Role of the sales team: definition and role of personal selling; types of selling;
characteristics for personal selling; product and competitor knowledge; sales
team responsibilities (information gathering, customer and competitor
intelligence, building customer databases, prospecting and pioneering, stock
allocation, maintaining and updating sales reports and records, liaison with sales
office); sales team communications; the role of ICT in improving sales team
communications
2 Be able to apply the principles of the selling process to a product or

service
Principles: customer-oriented approach; objective setting; preparation and

rehearsal; opening remarks; techniques and personal presentation; need for
identification and stimulation; presentation; product demonstration and use of
visual aids; handling and pre-empting objections; techniques and proposals for
negotiation; buying signals; closing techniques; post sale follow-up; record
keeping; customer relationship marketing (CRM)
3 Understand the role and objectives of sales management
Sales strategy: setting sales objectives; relationship of sales, marketing and

corporate objectives; importance of selling in the marketing plan; use of
marketing information for planning and decision making (sources and collection
methods); role of sales forecasts in planning; quantitative and qualitative sales
forecasting techniques; strategies for selling
Recruitment and selection: importance of selection; preparing job descriptions
and person specifications; sources of recruitment; interview preparation and
techniques; selection and appointment

Motivation, remuneration and training: motivation theory and practice; team

building; target setting; financial incentives; non-financial incentives; salary and
commission-based remuneration; induction training; training on specific
products; ongoing training and continuous professional development (CPD);
training methods; preparation of training programmes; the sales manual
Organisation and structure: organisation of sales activities (by product, by
customer, by customer type; by area); estimation and targeting of call
frequency; territory design; journey planning; allocation of workload; team
building; creating and maintaining effective working relationships; sales
meetings; sales conferences
Controlling sales output: purpose and role of the sales budget; performance
standards: performance against targets (financial, volume, call-rate, conversion,
pioneering); appraisals; self-development plans; customer care
Database management: importance of database building; sources of
information; updating the database; use of database to generate incremental
business and stimulate repeat purchase; use of database control mechanisms;
importance of ICT methods in database management; security of data; Data
Protection Act
4 Be able to plan sales activity for a product or service
Sales settings: sales channels (retailers, wholesalers, distributors, agents multi-

channel and online retailers); importance of market segmentation: business-to-
business (BTB) selling; industrial selling; selling to public authorities; selling for
resale; telesales; selling services; pioneering; systems selling; selling to project
teams or groups
International selling: role of agents and distributors; sources, selection and
appointment of agents/distributors; agency contracts; training and motivating
agents/distributors; use of expatriate versus local sales personnel; role, duties
and characteristics of the export sales team; coping in different cultural
environments; the role of ICT in communicating with an international sales
team
Exhibitions and trade fairs: role, types and locations of trade fairs and
exhibitions; how trade fairs and exhibitions fit in with corporate strategy and
objectives; setting objectives for participation in an exhibition; audience profile
and measurement; qualification and follow-up of exhibition leads; evaluation of
exhibition attendance; setting budgets; financial assistance for exhibition
attendance; principles of stand design


LO1 Understand the role of 1.1 explain how personal selling supports the
personal selling within promotion mix
the overall marketing
1.2 compare buyer behaviour and the decision
strategy
making process in different situations
1.3 analyse the role of sales teams within
marketing strategy
LO2 Be able to apply the 2.1 prepare a sales presentation for a product or
principles of the selling service
process to a product or
2.2 carry out sales presentations for a product or
service
service
LO3 Understand the role 3.1 explain how sales strategies are developed in
and objectives of sales line with corporate objectives
management
3.2 explain the importance of recruitment and
selection procedures
3.3 evaluate the role of motivation, remuneration
and training in sales management
3.4 explain how sales management organise sales
activity and control sales output
3.5 explain the use of databases in effective sales
management
LO4 Be able to plan sales 4.1 develop a sales plan for a product or service
activity for a product or
4.2 investigate opportunities for selling
service
internationally
4.3 investigate opportunities for using exhibitions
or trade fairs.

Guidance
Links
Intelligence, Unit 18: Advertising and Promotion in Business and Unit 19:
Marketing Planning.
Decision Making.
Learners must have access to a suitable business teaching environment with
access to the internet in order to carry out research. They also require access
to a range of organisations that have active sales teams currently engaged in
personal selling.
Tutors could consider building a bank of contacts and resource materials to

ensure there is a sufficient supply of relevant information across a range of
business types and sectors.

Some learners may have access to selling opportunities from family owned and
run businesses.
There are numerous textbooks covering sales planning and operations. It is

important that learners are directed to a balance of comprehensive theoretical
texts and the more readable how to books which provide an excellent source
of practical exercises.
Marketing and sales journals are a good topical source for personal selling and
sales management activities. A number of videos have been produced
demonstrating good (and bad) sales techniques. Many of these form part of
sales training programmes which can be purchased. Throughout the course of
an academic year, topical programmes often appear on television for example,
Dragons Den.
Centres should develop links with local businesses such as businesses that have
sales teams as part of their marketing strategy. Many businesses and chambers
of commerce want to promote local business and are often willing to provide
work placements, visit opportunities, information about businesses and the
local business context and guest speakers. Local Business Link organisations
are another good source for employer engagement as they are in contact with a
range of different businesses in different industries.

Unit 21: Human Resource Management

QCF level: 4
Aim
This unit provides an introduction to the concepts and practices of human
resource management within the United Kingdom and focuses on the
management of recruitment, retention and employment cessation.
Unit abstract
Recruiting and retaining staff of the right caliber contributes to the achievement
of organisational purposes. Staff must make a valued contribution to the work
of the organisation. Eventually they will leave, more often than not because
they find alternative employment or retire. Occasionally, however, employment
has to be terminated. This unit considers how human resource management
deals with these aspects of working. However, the focus of human resource
management has moved beyond personnel management towards a more
proactive approach that, in addition to the traditional roles associated with staff
management, also considers how to get the best people and the best out of
people so that they work in roles and ways that are closely aligned to
organisational objectives. This often leads to the assertion by many senior
managers that Our employees are our most valuable resource.
Human resource management takes place against a background of

organisational needs, policies and procedures that are themselves shaped by
legal and regulatory requirements. The unit therefore gives consideration to the
national and European legislation that has, for example, seen the introduction
of a range of anti-discriminatory legislation, the significance of which can be
seen regularly in high profile and often very expensive court cases.
Organisations with effective human resource management policies, processes
and practices will have committed, skilled employees who contribute effectively
to the organisation. In competitive business contexts this is a significant
contribution to maintaining a competitive advantage.

Learning outcomes
1 Understand the difference between personnel management and human resource
management
2 Understand how to recruit employees
3 Understand how to reward employees in order to motivate and retain them
4 Know the mechanisms for the cessation of employment.

Unit content
1 Understand the difference between personnel management and human

resource management
Personnel management and human resource management: development of

personnel management; change in contexts leading to human resource
management
Human resource management function: tasks (selection, recruitment, payroll
administration, employee motivation, reward management, employment
termination); training and development; performance management (planning,
monitoring, recording, actioning); employee relations; working in partnership
with functional areas; involvement of line managers (selection, recruitment,
training, coaching, mentoring, appraisal, grievance, discipline, termination);
ethical issues; equality of opportunity
Employment legislation: Sex Discrimination Act 1995/97; Race Relations Act
1992; Race Relations Amendment Act 2000; Equal Pay Act 1970; Disability
Discrimination Acts 1995 and 2005; European Working Time Directive;
Employment Act 2008; Employment Relations Act 2004; Work and Families Act
2006; national minimum wage; Data Protection Act 1998; employment tribunals
2 Understand how to recruit employees
Human resource planning: definition, links (organisational purposes,

organisational strategy, senior management); purpose (increased volume of
business, changes to the required skills sets, employee turnover; labour cost
control); time horizon (short term, medium term, long term); internal planning
factors (organisational needs, demand for products and services, new products
and services, new markets, technological change, location of production);
workforce profiles (age, gender, ethnicity, ability, skills); external planning
factors (supply and demand for labour (local, national international);
government policy; labour market competition; changing nature of work;
impact of technology
Recruitment and selection: recruitment policies, recruitment procedures, aims
and objectives of the selection process; job analysis, job description (e.g.
purpose, standard formats, responsibilities, scope of post, education and
qualifications, experience); person specification (purpose, standard formats, job
title, location in management line; essential and desirable attributes);
recruitment methods (advertising vacancies, application methods including web-
based methods, agencies, head hunters); interviews; assessment centres; tests
(psychological, psychometric, aptitude, practical); resums (CV); letters of
application; references

3 Understand how to reward employees in order to motivate and retain
them
Motivation: theories of motivation e.g. F Taylor, E Mayo, A Maslow, F Herzberg,

D McGregor, D McClelland, V Vroom; relationship between motivation theories
and reward; employee involvement techniques; membership of work groups
board, works councils, quality circles, intra-organisational groups (transnational,
national, site specific); devolved authority and responsibility; open
communications; organisational culture (ethos, values, mission); national
accreditation (Investors in People (IIP), Charter Mark, International Standards
Organisation (ISO)
Monitoring: probation; appraisal, feedback; performance indicators
(achievement against targets); goal theory; SMART (specific, measurable,
achievable, realistic, time-constrained) targets (sales, growth, financial, waiting
times, pass rates, punctuality, attendance); benchmarking
Reward management: job evaluation; factors determining pay, reward systems;
pay; performance-related pay; pension schemes; profit sharing; employee
share options; mortgage subsidies; relocation fees; bonuses; company vehicles;
loans/advances; child care; school fees; corporate clothes; staff discounts;
flexible working; leave; health care; extended parental leave, career breaks;
cafeteria incentive schemes; salary sacrifice schemes; contracts of employment
4 Know the mechanisms for the cessation of employment
Reasons: dismissal (wrongful, unfair, justified); termination of employment

(resignation, retirement, termination of contract); redundancy; redeployment;
retraining
Management of exit: procedures (retirement, resignation, dismissal,
redundancy); legal and regulatory framework; counselling, training;
employment tribunals (role, composition, powers and procedures)


LO1 Understand the 1.1 distinguish between personnel management
difference between and human resource management
personnel management
1.2 assess the function of the human resource
and human resource
management in contributing to organisational
management
purposes
1.3 evaluate the role and responsibilities of line
managers in human resource management
1.4 analyse the impact of the legal and regulatory
framework on human resource management
LO2 Understand how to 2.1 analyse the reasons for human resource
recruit employees planning in organisations
2.2 outline the stages involved in planning human
resource requirements
2.3 compare the recruitment and selection process
in two organisations
2.4 evaluate the effectiveness of the recruitment
and selection techniques in two organisations
LO3 Understand how to 3.1 assess the link between motivational theory
reward employees in and reward
order to motivate and
3.2 evaluate the process of job evaluation and
retain them
other factors determining pay
3.3 assess the effectiveness of reward systems in
different contexts
3.4 examine the methods organisations use to
monitor employee performance
LO4 Know the mechanisms 4.1 identify the reasons for cessation of
for the cessation of employment with an organisation
employment
4.2 describe the employment exit procedures used
by two organisations
4.3 consider the impact of the legal and regulatory
framework on employment cessation
arrangements.

Guidance
Links
The unit links with other human resource units such as Unit 3: Organisations
and Behaviour, Unit 22: Managing Human Resources, Unit 23: Human
Resources Development and Unit 24: Employee Relations.
The unit also has links with the Management and Leadership NOS as mapped in
Annexe B.
Essential resources
Access to business HR documentation, speakers and relevant legislation will be
required.

Centres can develop links with local employers. Many businesses look to
employ learners when they finish their programmes of study and may provide
advice on recruitment, selection and employment practices. Colleges and
universities will be responsible for all aspects of their own recruitment and
selection so will have a human resources department on site that can provide
first-hand information. Many learners are, or have been, employed and will be
able to draw on their experience in employment and their dealings with the
human resource management function.

UNIT 22: MANAGING HUMAN RESOURCES
Unit 22: Managing Human Resources

QCF level: 4
Aim
The aim of this unit is to develop an understanding of the theory and practice of
human resource management focussing on current human resources practice
and the impact of topical issues and legislation.
Unit abstract
This unit sets the scene by looking at the different theoretical perspectives of
human resource management and exploring the differences in these
approaches. A variety of changes in the labour market, and the increasing
demand from employees for a more manageable work-life balance, has seen
the development of much more flexible working practices. This has been the
case in all sectors of the economy and in all organisations irrespective of their
size or the nature of their business. Some workers have a statutory right to
flexible hours and all workers can ask their employer to accommodate their
needs in terms of a more flexible pattern of working. This unit examines a
variety of flexible working models and looks at practical methods that have
evolved in many organisations to meet the needs of employers and employees.
Some elements of the unit require an awareness of the legislative framework

which determines the nature and scope of human resources policies and
practices. However, the unit does not require detailed knowledge of health and
safety or equal opportunities legislation. It examines the practical impact of this
legislation on human resources policies and practices. New approaches are
explored, including the implications for human resources management of the
shift from equal opportunities to managing diversity in the workplace.
The unit explores the different methods of performance management. It

examines issues that may affect performance at work, such as ill health and
absenteeism and will develop learner understanding of counselling and human
resources practices that support employee welfare in the workplace.

Learning outcomes
1 Understand the different perspectives of human resource management
2 Understand ways of developing flexibility within the workplace
3 Understand the impact of equal opportunities in the workplace
4 Understand approaches to human resources practices in organisations.

Unit content
1 Understand the different perspectives of human resource management
The different perspectives of human resource management (HRM): soft and

hard human resource management, loose and tight human resource
management ; models of Guest and Storey differences between HRM and IR
and personnel practices; strategic approaches to HRM
2 Understand ways of developing flexibility within the workplace
Flexible working models: the core and periphery workforce model (Atkinson
1984); Handys (1989) Shamrock Organisation
Types of flexibility: e.g. numerical, functional, temporal, locational, financial
Flexible working methods: e.g. employment of part-time and temporary staff,
teleworking, homeworking, job sharing, zero hours contracts, annual hours,
staggered hours, compressed hours
Labour market and the need for flexibility: labour market demographics,
employment statistics, local, regional and national labour markets and the
growing recognition of the importance of work-life balance
3 Understand the impact of equal opportunities within the workplace
Discrimination in employment: forms of discrimination, e.g. gender, ethnicity,

religion, disability, age, sexual orientation, education
The legislative framework: direct and indirect discrimination; current legislation
and proposed changes to the law e.g. age
Equal opportunities in employment: equal opportunities practices and initiatives
in the workplace including initiatives such as Opportunity 2000 and positive
action approaches, codes of practice, implementing policy, training within the
law and monitoring; the move from equal opportunities to managing diversity
4 Understand approaches to human resources practices in organisations
Performance management: the role, purpose and types of appraisal, 360 degree
feedback, the skills of carrying out appraisals and giving feedback, the link of
appraisals to reward management
Counselling and employee welfare: the traditional welfare function
occupational health practices and policies, the management of ill health at work,
costs and absenteeism, accidents at work (statistics), ergonomics, alcohol and
drug abuse, HIV and AIDS, stress and stress management, workplace
counselling
Health and safety legislation: Health and Safety at Work Act (1974) and the role
of the Health and Safety Commission, European Community Directives e.g.
Working Time Regulations (1998), Parental Leave (2009)
Other topical issues: e-recruitment, e-learning, flexible benefits, work-life
balance, employee voice, changes to pension schemes


LO1 Understand the 1.1 explain Guests model of HRM
different perspectives of
1.2 compare the differences between Storeys
human resource
definitions of HRM, personnel and IR practices
management
1.3 assess the implications for line managers and
employees of developing a strategic approach
to HRM
LO2 Understand ways of 2.1 explain how a model of flexibility might be
developing flexibility applied in practice
within the workplace
2.2 discuss the types of flexibility which may be
developed by an organisation
2.3 assess the use of flexible working practices
from both the employee and the employer
perspective
2.4 discuss the impact that changes in the labour
market have had on flexible working practices
LO3 Understand the impact 3.1 explain the forms of discrimination that can
of equal opportunities take place in the workplace
within the workplace
3.2 discuss the practical implications of equal
opportunities legislation for an organisation
3.2 compare the approaches to managing equal
opportunities and managing diversity
LO4 Understand approaches 4.1 compare different methods of performance
to human resources management
practices in
4.2 assess the approaches to the practice of
organisations
managing employee welfare in a selected
organisation
4.3 discuss the implications of health and safety
legislation on human resources practices
4.4 evaluate the impact of one topical issue on
human resources practices.

Guidance
Links
This unit links with the other human resource units in such as: Unit 21: Human
Resource Management, Unit 23: Human Resources Development and Unit 24:
Employee Relations.
Access to relevant theories, practices, models and legislation will be required.

Centres should develop links with local businesses as learners will need to carry
out research into human resources practices in two local organisations. Many
businesses and chambers of commerce want to promote local business and are
often willing to provide guest speakers, visits opportunities and information
about how their businesses operate.

UNIT 23: HUMAN RESOURCES DEVELOPMENT
Unit 23: Human Resources Development

QCF level: 5
Aim
This unit will develop the skills and understanding needed for planning and
designing training and development, through understanding how people learn
and the suitability of different training methods and initiatives.
Unit abstract
Human resource development contributes to the overall success of an
organisation through providing learning, development and training
opportunities to improve individual, team and organisational performance.
Training and development affects everyone in the organisation and it is
appropriate at every level from office junior to senior executive. Learning is
complex and this unit explores the related theories and their contribution to the
process of transferring learning to the workplace. It is important, therefore, for
learners to appreciate that all staff should be encouraged to develop their skills
and knowledge to achieve their potential and. in doing so, enable the
organisation to meet its strategic objectives.
Learners need to appreciate that successful organisations recognise that their

training programmes need to be planned and managed. All training has a cost
to the organisation and managers need to be able to provide training
programmes within their training budgets. Through planning and designing a
training and development event, this unit aims to develop knowledge and
understanding of these key areas. Learners will examine how to identify
training needs across the organisation, as well as understand how government-
led vocational and general training initiatives contribute to the emphasis on
lifelong learning and continuous development. The outcomes of training
programmes need to be evaluated. Managers need to devise appropriate ways
of assessing or measuring the impact of staff training. The process of managing
the training cycle is important to an organisation. If it is well managed, staff will
have the correct of up-to-date skills and knowledge that will allow them to
perform their jobs effectively.

Learning outcomes
1 Understand learning theories and learning styles
2 Be able to plan and design training and development
3 Be able to evaluate a training event
4 Understand government-led skills development initiatives.

Unit content
1 Understand learning theories and learning styles
Learning theories and learning styles: styles e.g. activists, reflectors, theorists,
pragmatists, (Honey and Mumford 1986); Kolbs learning style inventory; Myers
Briggs Type Indicator; learning theories e.g. behaviourist, cognitive,
reinforcement, experiential, stimulus-response; requirements for effective
learning; informal learning; workplace learning; self-managed learning;
continuous learning and development; learning curve and transfer of learning to
the workplace; impact of learning theories and styles when planning and
designing a learning event
2 Be able to plan and design training and development
Plan and design approaches: the systematic approach (identify training needs,
define the learning required, set objectives, plan and implement training,
evaluate training), planning issues e.g. numbers, location, content,
internal/external trainers, administration; training budget, training costs
Training and development methods: on/off-the-job; delivery methods
(mentoring, coaching, action learning, assignments, projects, shadowing,
secondments, training courses, conferences, seminars, e-learning and outdoor
development)
3 Be able to evaluate a training event
Evaluation: the what, why, when, and who of evaluation; planning; design;
delivery; implementation; key stakeholders; achievement of objectives
Techniques: benefits and limitations of methods e.g. questionnaires,
observation, trainer/trainee feedback, customer comments, training audits,
achievements of awards by trainees; indicators, e.g. labour turnover,
productivity measures, quality improvements, performance indicators (sales
figures, customer service feedback)
4 Understand government-led skills development initiatives
General and vocational training schemes and initiatives: government

approaches to training and development in the UK; QCDA and Ofqual; Learning
and Skills Council (LSC); Sector Skills Councils (SSCs); Learndirect; Investors in
People (IiP); National Skills Academies; apprenticeship schemes; New Deal;
Train to Gain; NVQs; impact of the competency movement on the public and
private sectors


LO1 Understand learning 1.1 compare different learning styles
theories and learning
1.2 explain the role of the learning curve and the
styles
importance of transferring learning to the
workplace
1.3 assess the contribution of learning styles and
theories when planning and designing a
learning event
LO2 Be able to plan and 2.1 compare the training needs for staff at
design training and different levels in an organisation
development
2.2 assess the advantages and disadvantages of
training methods used in an organisation
2.3 use a systematic approach to plan training and
development for a training event
LO3 Be able to evaluate a 3.1 prepare an evaluation using suitable
training event techniques
3.2 carry out an evaluation of a training event
3.3 review the success of the evaluation methods
used
LO4 Understand 4.1 explain the role of government in training,
government-led skills development and lifelong learning
development initiatives
4.2 explain how the development of the
competency movement has impacted on the
public and private sectors
4.3 assess how contemporary training initiatives
introduced by the UK government contribute
to human resources development for an
organisation.

Guidance
Links
The unit has links with the following HR units in this specification: Unit 21:
Human Resource Management, Unit 22: Managing Human Resources and
Unit 24: Employee Relations.
The unit also links with the Management and Leadership National Occupational
Standards as mapped in Annexe B.
Essential Resources
Access to organisations, their documentation and speakers will be required.

the local business context and guest speakers. For this unit it would be useful
for learners to investigate the training and development programmes of
different local organisations, including those both in the public and private
sector.

UNIT 24: EMPLOYEE RELATIONS
Unit 24: Employee Relations

QCF level: 5
Aim
The aim of this unit is to introduce learners to the importance of good employee
relations for business success and the impact of changes which have affected
employment relationships.
Unit abstract
The term employee relations has replaced that of industrial relations
Industrial relations are generally recognised as relations between an employer
and a collective workforce, typically through a recognised union. Employee
relations means the relationship between an employee and employer, and this
is largely controlled by legislation and is being revised and updated
continuously. It is important for learners to appreciate how good
employee/employer relations contribute to the success and effectiveness of a
business. In this unit they will investigate how cooperation between employers
and employees leads to the development of good working relations against a
changing background.
The success of a business often relies on its relationships with its employees.
Learners will investigate and explore different types of industrial conflict and
the procedures for resolving this. It is important that learners are aware of
change and keep up to date with developments in dispute procedures in
relation to employment law.
Legislation and EU directives play a major role in employee relations and

learners will examine how these are applied in organisations. It is important
that organisations have procedures in place for collective bargaining, and
learners will examine how these procedures are managed and implemented
properly to avoid disputes. This unit will give learners the opportunity to study
the most up-to-date employment legislation and investigate how employment
involvement techniques affect human resource management.

Learning outcomes
1 Understand the context of employee relations against a changing background
2 Understand the nature of industrial conflict and its resolution
3 Understand collective bargaining and negotiation processes
4 Understand the concept of employee participation and involvement.

Unit content
1 Understand the context of employee relations against a changing

background
The role of the trade union: types of trade union, the Trades Union Congress,
employer associations, trade union representatives
The history and development of trade unions: the rise of trade unionism; trade
unions and the law; union growth and decline; changing business environment
e.g. political, technological, social, legal and economic; relevance to industrial
relations
The main players in employee relations: workers, managers, organisations,
government agencies concerned with the workplace and work community
Theoretical perspectives: unitarist, pluralist, radical; review of perspectives by
the stakeholders in employee relations
2 Understand the nature of industrial conflict and its resolution
The nature of industrial conflict: ideological framework, conflict and cooperation

Different types of dispute: collective disputes, strike action, strike statistics,
ballots, no-strike agreements
Resolving conflict: dispute procedures, arbitration and the role of the Advisory,
Conciliation and Arbitration Service (Acas)
3 Understand collective bargaining and negotiation processes
The nature and scope of collective bargaining: roles e.g. shop stewards, union
officials employer associations and management
The collective bargaining process: institutional agreements for collective
bargaining, local workplace bargaining, single-table bargaining
Negotiation processes: negotiation strategy, preparation for negotiation,
conducting the case-settlement, disclosure of information
4 Understand the concept of employee participation and involvement
Consultation and employee participation: different forms of employee

consultation and participation, joint consultation committees, communication
channels
Industrial democracy and employee participation: European Works Councils
(European Objectives), the social dimensions of the European Union and
supervisory boards, national cultural differences in terms of democracy and
employee participation

Employee involvement techniques: sharing information, consultation, financial

participation, commitment to quality, developing the individual, involvement of
other stakeholders
Empowerment: devolution of responsibility/authority to line
managers/employees; the impact of human resource management; approach to
employee relations (link to unitarist and pluralist perspectives)


LO1 Understand the context 1.1 explain the unitary and pluralistic frames of
of employee relations reference
against a changing
1.2 assess how changes in trade unionism have
background
affected employee relations
1.3 explain the role of the main players in
employee relations
LO2 Understand the nature 2.1 explain the procedures an organisation should
of industrial conflict follow when dealing with different conflict
and its resolution situations
2.2 explain the key features of employee relations
in a selected conflict situation
2.3 evaluate the effectiveness of procedures used
in a selected conflict situation
LO3 Understand collective 3.1 explain the role of negotiation in collective
bargaining and bargaining
negotiation processes
3.2 assess the impact of negotiation strategy for a
given situation
LO4 Understand the 4.1 assess the influence of the EU on industrial
concept of employee democracy in the UK
participation and
4.2 compare methods used to gain employee
involvement
participation and involvement in the decision
making process in organisations
4.3 assess the impact of human resource
management on employee relations.

Guidance
Links
The unit has particular links with the following units in this specification: Unit 3:
Organisations and Behaviour, Unit 21: Human Resource Management, Unit 22:
Managing Human Resources, Unit 23: Human Resources Development and
Unit 25: English Legal System.
This unit links to the National Occupational Standards for Management and
Leadership.
Learners will need access to case books and legal texts on employee relations
situations. Tutors must build a bank of resource materials to ensure there is a
sufficient supply of relevant information across a range of industrial conflicts.

Centres should develop links with local businesses that can provide visiting
speakers on topics related to employee relations. Many businesses and
the local business context and guest speakers. The centre, as an organisation,
is a valuable resource for guest speakers and as a vehicle for learners to
research employee relations. Learners can draw on their own experience
through their part-time jobs and work placements.

UNIT 25: ENGLISH LEGAL SYSTEM
Unit 25: English Legal System

QCF level: 4
Aim
The purpose of this unit is to provide learners with an understanding of the
sources of English law, the courts and their personnel and the different legal
business entities.
Unit abstract
The unit looks at the English legal system in detail. It will develop learners
understanding of the court structures, both civil and criminal. Court procedures,
funding and legal personnel are evaluated, as are alternative methods of
settling disputes.
The importance of the different sources of law, their development and

interpretation are assessed and analysed. Finally, the unit considers the legal
formalities required for the formation of the different business entities, their
management and dissolution.
The unit seeks to enable learners to develop the ability to apply this
understanding of the law in given situations.
Learning outcomes
1 Understand the court system and its alternatives
2 Understand the finance of representation
3 Be able to evaluate the different sources of law
4 Be able to select an appropriate legal entity.

Unit content
1 Understand the court system and its alternatives
Criminal courts: classification of crimes and methods of trial; magistrates court

(jurisdiction, personnel, procedure); Crown court (juries, their role and
structure, jurisdiction, procedure); grounds for appeal: Court of Appeal: House
of Lords: European Court of Justice
Civil courts: small claims court and jurisdiction; county court and High Court
(jurisdiction of both, allocation of cases to tracks); grounds for appeal; Court of
Appeal; House of Lords; European Court of Justice
Alternative dispute resolution: meaning; conciliation; mediation; arbitration;
advantages and disadvantages; tribunals and enquiries
2 Understand the finance of representation
Legal advice and funding: sources of legal advice; duty solicitor scheme;
funding; conditional fees
Legal personnel: solicitors and barristers; legal executives; paralegals; roles and
training; the judiciary
3 Be able to evaluate the different sources of law
Sources of law: judicial precedent, statute, delegated legislation (meaning, how

they operate, advantages and disadvantages); Rules of Statutory
Interpretation; European law (types of law)
Differences between common law and equity: role of equity today
4 Be able to select an appropriate legal entity
Meaning and examples: sole traders; partnerships; limited liability partnerships;

companies
Advantages and disadvantages: of types of legal business entity
Legal requirements: for the formation of sole traders, partnerships, and
companies
Provisions: relating to the running/management of businesses e.g. rights/duties
of partners, directors and creditors; dissolution of business entities


LO1 Understand the court 1.1 explain the differences between criminal and
system and its civil law
alternatives
1.2 analyse the role of individual courts and assess
their effectiveness within the court structure
1.3 evaluate court roles in live cases/case study
material and present findings
1.4 explain the meaning of ADR and analyse its
usefulness
LO2 Understand the finance 2.1 explain sources of legal advice
of representation
2.2 assess implications of changes in funding
2.3 evaluate the role of solicitors, barristers and
judges
LO3 Be able to evaluate the 3.1 evaluate the current day importance of the
different sources of law sources of law
3.2 analyse the application of the sources of law in
live situations/a case study and present
findings
3.3 assess the effectiveness of the rules of
interpretation
LO4 Be able to select an 4.1 evaluate the legal principles which influence
appropriate legal entity choice of business entity in a given situation
4.2 justify your choice of legal entity.

Guidance
Links
This unit is a useful foundation for all the other specialist law units within the
specification.
Learners must have access to a learning resource centre with a good range of
legal text and case books. These must be supported by journal, statutes and
law reports. Newspapers are also necessary because of the topical nature of
law.

Learners will also benefit from visits to courts, and parliament. Crown courts
are usually excellent in arranging tours and talks by resident judges.
Magistrates, solicitors and barristers are usually willing to talk collectively to
groups of learners.
Centres should develop links with local businesses particularly firms of solicitors
and any local barristers chambers. There will also be local courts, Citizens
Advice Bureau, and a legal department in the local authority, who may provide
speakers, or allow visits.
Many businesses and chambers of commerce want to promote local business so

are often willing to provide work placements, visits, information about
businesses and the local business context and guest speakers.

UNIT 26: BUSINESS LAW
Unit 26: Business Law

QCF level: 5
Aim
The aim of this unit is to provide knowledge and application of the law relating
to sale of goods, consumer credit, monopolies and intellectual property as it
relates to business and its everyday dealings.
Unit abstract
Learners will recognise that a business operates within a diverse legal
framework. Aspects such as anti-competitive practices through monopolies,
mergers and the use of intellectual property rights are key, as are domestic
consumer provisions and associated provisions within the EU.
Learners need to understand the penalties applicable for failure to comply with
these areas of law that follow from the basic rules of contract and tort.
The best business practice is to avoid such liability. Learners need to

understand potential liability and the expense involved in such liability needs to
be appreciated.
Learning outcomes
1 Be able to apply the main principles affecting the legal relationship between
business organisations and their consumers
2 Be able to apply the legal rules on consumer credit agreements and agency
3 Understand the legal rules relating to monopolies, mergers and anti-competitive
practices
4 Know key provisions relating to intellectual property rights.

Unit content
1 Be able to apply the main principles affecting the legal relationship

between business organisations and their consumers
Sale of goods: statutory implied terms, transfer of property and possession,

sellers remedies against the buyer, consumers remedies against the seller;
relevant legislation
Supply of services: statutory implied terms, sellers remedies, consumers
remedies
Product liability: defective goods, consumer remedies against the producer of
defective goods; relevant legislation
2 Be able to apply the legal rules on consumer credit agreements and

agency
Forms of consumer credit agreements: restricted use of credit, unrestricted use

of credit, debtor-creditor supplier agreements, debtor-creditor agreements;
relevant legislation
Other agreements: exempt agreements, small agreements, multiple
agreements, linked transactions, cancellable agreements
Consumer credit licensing: general requirements, the issue of licences,
termination of consumer credit agreements, early re-payment, right to
terminate, termination statements, enforcement of consumer credit
agreements, creditors remedies, default notices; relevant legislation
Agency: definition, types of agent, authority of agent, rights and duties of agent
and principal, agents liability to third party, termination of agency; relevant
legislation
3 Understand the legal rules relating to monopolies, mergers and anti-

competitive practices
Monopolies and competition in the UK: relevant legislation e.g. on competition,

and Fair Trading; scale monopolies, complex monopolies, restrictive trade
practices, Director General of Fair Trading
Competition Commission: role of the Commission, appeals tribunal
Dominant positions within the EU: treaty provisions, the abuse of a dominant
position and enforcement
Exemptions: treaty articles and definitions, individual and block exemptions

4 Know the key provisions relating to intellectual property rights
Protection of inventions: registration of patents, designs, trademarks and

copyright, role of the Patent Office (UK), European Union Patent Office
Patents: patent legislation, patent rights, inventions, patents and employees
Copyright: copyright legislation, ownership of copyright, duration of copyright,
using copyright materials
Trademarks and business names: defining trademarks, applying to register a
trademark, registering business names
Infringement of intellectual property rights: unauthorised use of intellectual
property, patent hearings, copyright tribunal, passing off


LO1 Be able to apply the 1.1 apply the legal rules on implied terms relating
main principles to the sale of goods and supply of services
affecting the legal
1.2 apply the statutory provisions on the transfer
relationship between
of property and possession
business organisations
and their consumers 1.3 evaluate the statutory provisions on buyers
and sellers remedies
1.4 apply product liability statutory provisions
LO2 Be able to apply the 2.1 differentiate between types of credit
legal rules on agreements
consumer credit
2.2 apply rules, termination rights and default
agreements and
notices in a given scenario
agency
2.3 differentiate between the different types of
agent
2.4 evaluate the rights and duties of an agent
LO3 Understand the legal 3.1 outline monopolies and anti-competitive
rules relating to practice legislation in the UK
monopolies, mergers
3.2 explain the role of the Competition
and anti-competitive
Commission within the context of monopolies
practices
and anti-competitive practices and the UK
Office of Fair Trading
3.3 define dominant positions within the EU
common market
3.4 consider the application of EU exemptions to
potentially anti-competitive practices
LO4 Know the key 4.1 identify differing forms of intellectual property
provisions relating to
4.2 outline the principles relating to the protection
intellectual property
of inventions through patent rights and their
rights
infringement in a given business scenario
4.3 describe the principles relating to copyright
protection and their infringement in a given
business scenario
4.4 compare and contrast the protection of trade
marks and business names.

Guidance
Links
This unit links with all the other law units in the BTEC Higher Nationals in
Business.
A resource bank including a range of standard form contracts will be necessary.

Centres that have links with businesses may be able to work together to
analyse the standard conditions of trading of the business and make
suggestions for improvements. Where businesses do not use written contracts,
the benefits of having a contract prepared should be considered. Sales staff can
work with learners to ensure a full appreciation of the terms on which they are
selling goods, and buyers can work in a similar manner.

UNIT 27: FURTHER ASPECTS OF CONTRACT AND TORT
Unit 27: Further Aspects of Contract and

Tort

QCF level: 4
Aim
The aim of this unit is to provide further understanding and skills on the law of
contract and tort as it relates to business.
Unit abstract
This unit develops coverage of the law of contract to include vitiating factors
and discharge, including breach, and remedies. The unit also explores areas of
tort such as defamation, nuisance, the rule in Rylands versus Fletcher, defences
and remedies.
Businesses may have a potential liability or a claim for breach of contract which
may not even be valid because, for example, of misrepresentation. In these
cases there is the question of the available remedies, where the claim is for
damages and how the amount is calculated.
Liability in tort extends across a range of activities. Awareness of potential

liability or ability to claim and the overlap between different areas of tort is
explored, as are the available defences and remedies.
Learning outcomes
1 Be able to apply the vitiating factors that could impact on an otherwise legally
binding contract
2 Be able to apply the law of discharge of contract
3 Be able to apply the specific torts other than negligence which impact on
business activities
4 Be able to apply the possible defences against actions in tort.

Unit content
1 Be able to apply the vitiating factors that could impact on an otherwise

legally binding contract
Identification of key vitiating factors: mistake; misrepresentation; duress;

undue influence; illegality
2 Be able to apply the law of discharge of contract
Forms of discharge: agreement; frustration; performance; breach

Remedies: damages (liquidated and unliquidated), remoteness of damage,
mitigation of loss; specific performance; injunctions; rescission
3 Be able to apply the specific torts other than negligence which impact
on business activities
The nature and scope of particular torts: trespass to persons, land and goods;
nuisance (public and private); rule in Rylands versus Fletcher; defamation
(slander, libel); right to sue and who may be sued
4 Be able to apply the possible defences against actions in tort
General defences: volenti non fit injuria; statutory authority; necessity; Act of
God; special defences against specific torts; contributory negligence
Remedies: compensatory and non-compensatory
Damages: calculation of and different forms of loss


LO1 Be able to apply the 1.1 explain the legal concepts of
vitiating factors that misrepresentation, mistake, duress, undue
could impact on an influence and illegality
otherwise legally
1.2 apply the different vitiating factors in given
binding contract
business scenarios
1.3 apply appropriate remedies to contracts which
have been the subject of vitiating factors
LO2 Be able to apply the 2.1 explain the legal consequences of discharge of
law of discharge of contract
contract
2.2 apply appropriate remedies to contracts which
have been discharged by breach
LO3 Be able to apply the 3.1 explain the torts of trespass, nuisance, the
specific torts other than rule in Rylands v Fletcher and defamation
negligence which
3.2 explain who has the right to sue and who may
impact on business
be sued in the various torts
activities
3.3 apply the different torts in given business
scenarios
3.4 evaluate the law of torts impact on business
activities
LO4 Be able to apply the 4.1 apply appropriate defences to given situations
possible defences in tort
against actions in tort
4.2 apply appropriate remedies to given situations
in tort.

Guidance
Links
This unit links with all the other Law units in the HN in Business specification.
Completing the Unit 26: Business Law first would be helpful as a foundation in
law.
Learners will require access to law reports and contractual documents, such as
existing business contracts.

Centres that have links with businesses may be able to work together to
analyse the effect of the law of tort on business practice. Where businesses
have not experienced problems relating to the torts covered in this unit, the
possible situations that could give rise to liability and how that might be
avoided could be considered. Facility mangers can work with learners to ensure
a full appreciation of the dangers of nuisance, in particular arising from a
businesss operations.

UNIT 28: EUROPEAN LAW
Unit 28: European Law

QCF level: 5
Aim
The aim of this unit is to provide learners with knowledge and understanding of
European law as it relates to the United Kingdom, business and individuals.
Unit abstract
Learners will recognise that European law has a significant impact on English
law and issues of sovereignty. The institutions that create European law are
explored so that the source and rationale behind it can be understood.
The effect of European law is then considered in the context of the free
movement of goods, services and workers. This requires an examination of the
EU legal rules which impact on persons seeking work in other member states
and how business organisations are able to promote and set up branches of
their business in other member states.
The unit will also allow learners to identify anti-competitive practices and how
these can impact on business organisations and the individual.
Learning outcomes
1 Understand the EU institutions
2 Understand the sources of EU law and issues of sovereignty
3 Understand the European legal principles concerned with the free movement of
workers
4 Understand the European provisions relating to the free movement of goods,
services and establishment of businesses.

Unit content
1 Understand the EU institutions
Community institutions: Council, Commission, Parliament, European Court of

Justice
Constitutional principles: European citizenship, federalism and subsidiarity
2 Understand the sources of EU law and issues of sovereignty
Sources of European law: treaty provisions, regulations, directives, decisions

General principles of European law: direct and indirect effect of EU legal rules
Sovereignty issues: supremacy of EU law over domestic legislation
3 Understand the European legal principles concerned with the free

movement of workers
Sources: relevant treaty articles, regulations and directives

Community citizenship: political and social rights
Defining workers: treaty articles, regulations and directives
Equal treatment of European nationals: right of entry, right of residence, and
right to remain
Derogations from free movement of workers: the grounds of public policy,
public security, public health
4 Understand the European provisions relating to the free movement of

goods, services and establishment of businesses
Free movement of goods: cases, treaty articles, regulations and directives,

discriminatory taxation and quantitative restrictions
Free movement of services: cases, treaty articles, regulations and directives
Free movement of establishment: recognition of qualifications, right to establish
and residence rights of non-workers


LO1 Understand the EU 1.1 describe the function and operation of the
institutions European Union institutions
1.2 explain the constitutional principles underlying
the European Union
LO2 Understand the sources 2.1 explain the sources of European law
of EU law and issues of
2.2 illustrate the general principles of European
sovereignty
law
2.3 evaluate the sovereignty issues arising from
supremacy of European law over domestic
legislation
LO3 Understand the 3.1 explain the concept of the worker
European legal
3.2 analyse provisions relating to equal treatment
principles concerned
for European nationals
with the free movement
of workers 3.3 evaluate the application of worker rights and
derogations to those rights
LO4 Understand the 4.1 explain discriminatory practices which
European provisions member states may use to curtail free
relating to the free movement of goods and the provision of
movement of goods, services
services and
4.2 analyse the freedom to receive goods and
establishment of
services
businesses
4.3 evaluate the application of residence rights of
workers and non-workers.

Guidance
Links
This unit links with other law units within the specification.
A resource bank including a range of EU legal material is needed.

Centres that have links with businesses who operate in Europe may be able to
work together to analyse the problems that have arisen and the solutions used.
Centres with European partner institutions may find it useful to develop links to
assist delivery, or deliver the unit on an exchange basis.

UNIT 29: THE INTERNET AND E-BUSINESS
Unit 29: The Internet and E-Business

QCF level: 4
Aim
The aim of this unit is to give learners an understanding of the internet and
how e-business can be used in organisations.
Unit abstract
This unit introduces learners to the scope of e-business and the benefits it
offers to an organisation through the different business models. It enables
sufficient understanding of internet technology for learners to appreciate the
potential, and the limitations, of using the internet for business. The features of
good website design are also covered.
Learners new to studying e-business may already be familiar with e-business

through having dealt with them as buyers and/or sellers. One of the aims of
this unit is to help learners build on these experiences and look at them more
objectively as viable and productive business organisations.
Learners will examine the scope of e-business and the inherent models it can
follow. The unit will give learners the ontology of the internet and business
requirements for usable website design. They will have an in-depth knowledge
of the technology behind the HCI of e-business.
By studying online business environments learners will gain insight into how
business is evolving within the virtual marketplace in order to remain
competitive; how the development of a global marketplace impacts on all
businesses; and how businesses can take advantage of these opportunities
whilst meeting customer expectations.
Learning outcomes
1 Understand the scope of e-business
2 Understand how the internet works
3 Be able to use different e-business models
4 Be able to use good website design.

Unit content
1 Understand the scope of e-business
Definitions: the internet; the worldwide web (www); intranets; extranets; the
distinction between e-business and e-commerce; stakeholder transaction types
e.g. business-to-consumer (B2C), business-to-business (B2B), customer-to-
customer (C2C), customer-to-business (C2B)
Benefits to businesses of e-business: why a company should have a web
presence e.g. 24/7 trading, global marketplace; overt and covert information
collection; how the use of internet technology can reduce transaction costs
Barriers to businesses caused by e-business: set-up costs; impact of staff;
difficulty of changing processes; ongoing maintenance e.g. lack of skill, security
and protection concerns; managing a 24/7 global marketplace response e.g.
language, demand, logistics; the importance of trust for e-business transactions
Security and legislation: methods and role of physical security in e-business e.g.
passwords, access; methods and role of electronic security in e-business e.g.
firewalls, digital signatures, digital certificates, anti-virus software; impacts of
national and international legislation e.g. staff training, taxation
Mode of communication: devices to communicate online, fixed and portable;
business communications e.g. shopping cart, FAQs, customer follow-up
2 Understand how the internet works
Internet technology: the importance of agreed non-proprietary standards; how

messages are transferred across the global communications network using
packet switching e.g. TCP/IP; internet protocols e.g. FTP, HTTP, SHTTP, IMAP;
and the role of URLs; bandwidth as a measure of capacity; why this is an
important consideration
Introduction to HTML: the main features of HTML as the language of the www,
defines format of the information and how it is presented, but not its content as
in EDI; (elements (<Tags>) head, body, title, break, headings, forms,
paragraphs, lists, tables, links and images); highlight the number of software
packages available to users who can now build pages without learning HTML;
brief overview of XML and XTML
Clients, servers and browsers: the functions of servers and clients and use of
two-tier and three-tier architectures; the nature and role of search engines; the
role of the browser in interpreting the HTML and presenting the data to fit the
users device screen
Intranets and extranets: the differences between the use of the internet; an
intranet and an extranet; explain how they can improve security and efficiency
within business communication

3 Be able to use different e-business models
Business models: the different ways in which the internet may be used to
generate revenue by supporting the sale of a product e.g. CDs; by charging per
transaction for the provision of a service e.g. airline booking; by supplying
electronic media information or services e.g. music downloads; by subscription-
based information services eg consumer advice; advertising revenue e.g. from
linked websites, suppliers; by the growing provision of individualised customer-
centric products and services requiring customer interaction e.g. auction sites,
photographic services
4 Be able to use good website design
Structure of web-pages: the elements of a web page that may be used by

search engines comprising head/title; description; keywords; metatags; body;
navigation; download considerations e.g. images
Effective web pages: the design features to engage the visitor i.e. site
stickiness; consistent page layout; corporate colour scheme; consistent with
image of the business (brand) and customer expectation; pictures and links;
clear; intuitive; informative; builds trust; encourages visitor to return; repeat
business
Website usability: stakeholder accessibility by meeting the needs of different
audiences e.g. parents, children; multi-sensory access e.g. visually impaired,
colour blind; legal responsibilities e.g. discrimination legislation


LO1 Understand the scope 1.1 describe the environment in which e-business
of e-business is conducted and business transaction types
1.2 explain the benefits and barriers to businesses
considering an online presence
1.3 assess the security and legislative issues
facing an online business organisation
1.4 state the modes of communication available to
an e-business and their applications
LO2 Understand how the 2.1 explain the internet technologies and their
internet works importance in making an e-business successful
2.2 explain the main features of HTML
2.3 analyse the functions of client servers and
browsers, and the role of the search engine
2.4 evaluate the use of intranets and extranets
within business communication
LO3 Be able to use different 3.1 illustrate the different e-business models that
e-business models can be used to generate revenue for a
business
3.2 analyse each model in terms of its capacity to
generate revenue
3.3 report on future developments in e-business
models
LO4 Be able to use good 4.1 use the key elements of good web design
website design structure
4.2 evaluate the impact of a well designed website
to an e-business
4.3 report on the issues concerning website
usability.

Guidance
Links
This unit links with Unit 30: Internet Marketing and Unit 31: E-Business
Operations. Aspects of this unit also link with the following units: Unit 1:
Business Environment, Unit 3: Organisations and Behaviour and Unit 7:
Business Strategy.
Texts must be supported by the use of websites and case studies, for example
www.bized.ac.uk which provides business case studies.
For part-time learners working in business, their work experience must be used
in comparing the approaches that are adopted.

It would be useful for learners to engage with a local business that has an
online presence or is considering one. How the business decided on a certain
layout would help learner understanding.
It might also be useful to consider a cross-curricular approach with, perhaps,

an IT-based unit to create a website for a real or fictitious business, or to
support an enrichment activity within the centre.

UNIT 30: INTERNET MARKETING
Unit 30: Internet Marketing

QCF level: 5
Aim
This unit provides learners with an understanding of internet marketing so they
can develop the skills to use the internet for promotion, advertising, interactive
communications, market research, developing customer relationships and an
internet marketing plan.
Unit abstract
Internet marketing refers to the application of marketing principles and
techniques via electronic media and more specifically the internet. The purpose
of this unit is to develop learner understanding of, and skills in, the use of the
complex interactive digital media which comprise the tools of internet
marketing. This area of study is subject to rapid rates of change with an
immense array of continually developing technology converging and impacting
on how e-business operates.
Internet marketing encompasses all the activities a business conducts via the
worldwide web with the aim of attracting new business, retaining current
business and developing its brand identity. Being able to use the internet for
promotion is a core skill and this is covered in detail through search engine
marketing. The topic of public relations through the internet is outlined as is the
concept of the internet as a community.
This unit also addresses the utility and importance of the internet for market
research. Data from customer relationship management can be used to support
internet market research. This research can, in turn, lead to improvements in
customer relations by enabling the company to supply better products and
services. An understanding of these areas is therefore required.
To be able to research and design an internet marketing plan is an essential

skill and learners will explore, the steps involved in drawing up these plans.
This activity will bring together the skills covered in this unit.

Learning outcomes
1 Understand marketing through the internet
2 Be able to use the internet for promotion using digital marketing communications
3 Be able to produce market research to support customer relationship
management
4 Be able to design an internet marketing plan.

Unit content
1 Understand marketing through the internet
The elements of internet marketing: definition of digital marketing; definition of

e-commerce and e-business; the internet micro- and macro-environment;
benefits of internet marketing e.g. reach, scope, immediacy, interactivity,
targeting; adaptive and closed loop marketing
The internet marketing mix: product and branding; place e.g. channels, virtual
organisations; price e.g. auctions; promotions; people; processes; physical
evidence; digital marketing tools/e-tools; the online marketing matrix including
business and consumer markets; the online customer
Interactive order processing: choosing a supplier; selecting a product; check
stock availability; placing order; authorisation of payment; input of data; data
transfer; order processing; online confirmation and delivery information;
tracking of order; delivery; data integrity and security systems; technology e.g.
three-tier architecture (client-server-database); webforms
2 Be able to use the internet for promotion using digital marketing

communications
Search engine marketing (SEM): definition of SEM, definition of search engine

optimisation (SEO); advantages and disadvantages of SEO; best practice in
SEO; paid search engine marketing, pay per click advertising (PPC); landing
pages; long tail concept; geo-targeting e.g. Google AdWords; opt in email and
email marketing
Online public relations (OPR): definition; advantages and disadvantages; best
practice in OPR; online partnerships and affiliation; interactive display
advertising; mobile commerce; viral marketing; using offline techniques to
support online media
The internet as a community: customer ownership of sites via interactivity,
instant messaging (IM); chatrooms; discussion groups; blogs; portals e.g.
yahoo; social media networks e.g. Facebook; file sharing sites e.g. YouTube;
Flickr, Twitter; how businesses can use these media; online reputation
management tactics
3 Be able to produce market research to support customer relationship

management
Market research: secondary research data e.g. published surveys and reports,
online research communities; Google insights and trends; blogs; government
information e.g. census; types of research e.g. researching customer needs;
types of information required e.g. quantitative data or qualitative data; primary
market research methods e.g. online surveys; open and closed questions; focus
groups; listening labs

Steps in online market research: establish the project goals eg secondary

research background to a business problem, primary research new product
for existing customers; determine your sample; choose research methodology
e.g. survey sent via email or advertised online; create your questionnaire e.g.
www.surveymonkey.com; pre-test the questionnaire; conduct interviews; enter
data; analyse data; produce the reports
Relationship marketing: benefits of relationship marketing e.g. loyalty, lower
costs, easier targeting; electronic customer relationship marketing (eCRM);
operational CRM; analytical CRM and data mining e.g. Amazon past purchase
suggestions collaborative filtering; web analytics; conversion optimisation;
segmenting customers e.g. by value, by loyalty; eCRM technology e.g.
SalesForce software; implementing eCRM eg attracting new and existing
customers, incentivising customers, embrace, capturing information;
collaborative CRM; maintaining dialogue online and offline; vendor relationship
management VRM
Security and trust issues: permission marketing; value of orders; lead times;
payment authorised in advance; consumer trust; transaction security e.g. data,
financial details; UK Data Protection Act
4 Be able to design an internet marketing plan
The internet marketing plan: situational analysis, key performance indicators in

internet marketing e.g. click through rates, churn rates, sessions; SWOT e.g.
examination of business strengths e.g., customer data, weaknesses,
opportunities e.g. opt in email campaigns, threats; environmental analysis;
competitors analysis; channel analysis e.g. texting; set objectives; target
markets e.g. segmenting by channel; decide media e.g. pay per click; control;
feedback
Creating an online pay per click campaign: preplanning e.g. online and offline
analysis of the business (as above); customer demographics; the industry and
competitors; goal definition e.g. branding campaigns; set budget, Cost Per
Action (CPA) and targets; keyword research; copywriting; bidding; measure;
analysing; testing; optimising


LO1 Understand marketing 1.1 explain the elements of internet marketing
through the internet.
1.2 evaluate the internet marketing mix
1.3 compare internet marketing tools e-tools
1.4 examine interactive order processing
LO2 Be able to use the 2.1 demonstrate the mechanics of search engine
internet for promotion marketing
using digital marketing
2.2 write the copy for a suitable opt-in email
communications
marketing newsletter
2.3 follow guidelines for best practice in online
public relations
2.4 demonstrate how businesses can use new
digital media communities, e.g. file-sharing
sites
LO3 Be able to produce 3.1 conduct secondary market research
market research to
3.2 design an online survey
support customer
relationship 3.3 demonstrate the use of electronic customer
management relationship marketing
LO4 Be able to design an 4.1 produce an outline internet marketing plan

internet marketing plan
4.2 create a presentation on pay per click
advertising.

Guidance
Links
This unit links with Unit 1: Business Environment and follows on from Unit 29:
The Internet and E-Business. Aspects of this unit link with the following units:
Unit 3: Organisations and Behaviour, Unit 7: Business Strategy, Unit 17:
Marketing Intelligence and Unit 18: Advertising and Promotion in Business.
There are also links with Unit 31: E-Business Operations.
Access to the web in class to illustrate the required topics is required.
Tutors must build a bank of case studies and other resource materials to ensure
there is a sufficient supply of relevant information across a range of the
elements of the internet marketing mix. Textbooks must be supported by
website examples and case studies.
For part-time learners working in business, their experience of work must be

used in comparing the approaches adopted.

guest speakers. Local businesses may also be interested in being the subject of
an assignment for example develop an online marketing plan for High St Car
Hire and therefore learners can gain advice from the business.

UNIT 31: E-BUSINESS OPERATIONS
Unit 31: E-Business Operations

QCF level: 4
Aim
This unit provides learners with an understanding of e-business operations so
they can develop the skill to use internet and electronic processes for supply
chain activities and other business applications.
Unit abstract
The purpose of this unit is to develop learner understanding and skills in the
complex processes and transactions which support e-business operations. An e-
business infrastructure comprises a large number of business processes that
are exposed through web and electronic services.
E-business operations concern how technologies are used to manage the
procurement of products/services, supply and transport, handling of goods and
the fulfilment function. This area of study is subject to rapid rates of change
with an immense array of continually developing technology converging and
impacting on how e-businesses operate.
The unit considers the difference in transactions between business and

consumers (b2c) and business to business (b2b), which is necessary in order to
understand required operations.
It then looks at Electronic Data Interchange (EDI) which has been instrumental
in the development of e-business over the internet, electronic marketplaces,
networks and instruments for the electronic transfer of funds and payment
systems.
E-business operations processes can be implemented through an entire

industry supply chain linking suppliers with manufacturers, assemblers,
distributors and customers. This interactive relationship between customers and
suppliers has many benefits and learners will need to analyse the supply chain
and its components.
Other essential topics in the study of this area include quality, trust and
security, the use of the internet for recruitment and the development of
internet communities.

Learning outcomes
1 Understand how business and consumer purchase transactions differ
2 Understand EDI and electronic transactions
3 Be able to demonstrate the benefits of electronic transactions to supply chain
management
4 Understand issues in e-business including quality, recruitment and security.

Unit content
1 Understand how business and consumer purchase transactions differ
The purchase process: b2c (business to consumer) purchasing transactions

information search (e.g. via search engines), comparisons and evaluation of
alternatives, purchase decision and purchase sequences e.g. input of data,
credit card information, post-purchase communications; b2b (business to
business) buying transactions problem recognition, requisition, supplier search
(e.g. via Virtual Private Network), review of quotations, negotiate contract,
place purchase order, delivery, goods receiving, quality check, receive invoice,
buyer approves payment, payment authorised by accounts and payment made
via e.g. Electronic Fund Transfer (EFT)
Activities of professional buyers: contracts between buyer and supplier
organisations; high proportion of business costs; large budgets; negotiation of
contract includes products and services, quantities, delivery dates, prices and
payment terms
Variables in purchasing: items purchased (services, supplies); high/low value
items; lead times; wide range of items; different types of purchase; MRO items
(maintenance, repair and operating supplies); strategic materials and capital
equipment purchases; risk and perceived risk; the concept of e-procurement
2 Understand EDI and electronic transactions
Electronic transactions: electronic architecture to include hardware and software

for functions including websites, web server farms, middleware, applications
servers and business processes execution platforms; comparison of paper-based
transactions with electronic transactions; benefits of electronic transactions
including simplification, saves time, reduces costs and delays; need to keep
records (transaction logs)
Electronic Data Interchange (EDI): definitions and applications; EDI technology;
standardisation and EDI; VAN (value added network); services of VAN; benefits
of using a VAN; growth of WebEDI e.g. XML extranets, AS2; EDI outsourcing
providers; advantages and limitations of EDI
Electronic Payment Systems: definition; type of payment systems; online
payment systems; pre-paid e-payment system; post-paid e-payment system;
electronic fund transfer system; digital token; digital wallets; e-cash; mobile
payment; smart card; credit card and emerging financial instruments; Payment
Service Providers (PSP) e.g. Paypal, Worldpay; Electronic Bill Presentment and
Payment (EBPP); Models of EBPP e.g. consolidation, biller direct, direct email
delivery; requirement metrics of a payment system

3 Be able to demonstrate the benefits of electronic transactions to supply

chain management
Components of supply chain management: order processing; e-procurement of

products/services; logistics including supply and transport; handling of goods
and the fulfilment function; scope of cooperation between firms in the supply
chain includes e.g. product development, forecasting and planning, production,
transportation and logistics
E-procurement: buyers or sellers may specify costs or invite bids; types of e-
procurement; web-based ERP (Enterprise Resource Planning); e-MRO
(Maintenance, Repair and Overhaul); e-sourcing; e-tendering; web auctions; e-
reverse auctioning or e-auction; e-informing;
e-marketsites
Logistics services and international trade: role of logistics services; use of
internet to communicate information (availability, delivery, invoices); the flow of
demand information to back up the supply chain; Tracking and Radio Frequency
Identification (RFID); return mechanisms; perishable items; timed deliveries;
additional information needed to support international trade; use of the internet
(forwarding, customs, transport and shipping, bills-of-lading or airway-bills and
payment)
Evaluate the benefits of electronic processes in the integration of supply chain
management: benefits e.g. volume discounts, automation of transactions,
reduction in overheads, improve manufacturing cycles, cost reductions, lowering
transaction costs, just-in-time deliveries, increased efficiencies, responsive
supply chains
Trends in supply chain management: supply chain integration including order
management;
E-procurement integrated into Purchase-to-Pay (P2P) value chain; SCM 2.0
4 Understand issues in e-business including quality, recruitment and

security
Quality control in e-business operations: importance of correct data and identify

quality degradations as well as their causes; web analytics; how businesses
define qualitative and quantitative metrics based on e.g. data on purchase
orders; total quality management (TQM); certification e.g., ISO 9000
Trust and security: secure systems for business on the internet; security policy;
procedures and practices; transaction security; impacts of delays and deferrals
on trust between organisations; certification authority; cryptology; digital
signatures; security protocols
Recruitment and employee communication: advertising vacancies on the
internet; process online application forms; services offered by recruitment-
agencies; career planning; job searches; preparing CVs; newsgroups;
networking sites e.g. LinkedIn; head hunting; use of intranet and extranet by
organisations to communicate with employees; internal vacancies; policies;
procedures; newsletters; staff development; knowledge management and
transfer, e-learning e.g. Riverdeep

Industry networks, portals and industry trends: b2b; b2c; the concept of web-
communities; development of industry networks either through extranets or
portals for research reports; new product developments; knowledge
dissemination; industry trends; trading marketplaces; vertical portals or vortals;
innovations include cloud computing, Service Oriented Architecture (SOA) e.g.
travel search sites; Service as a Software (SaaS) e.g. Gmail, digital supply
chain for media delivery; mash ups of converging technologies; Web 2.0, social
network sites, blogging, file sharing sites e.g. YouTube, increasing use of
broadband, wireless and mobile technologies, smart phones and iphone
applications


LO1 Understand how 1.1 describe the purchasing process used in b2b
business and consumer and b2c
purchase transactions
1.2 explain how use of professional buyers affects
differ
the buying process
1.3 analyse variables in purchasing
LO2 Understand EDI and 2.1 explain how electronic transactions can reduce
Electronic transactions paperwork and delay
2.2 examine how EDI has developed and laid the
foundations for b2b e-business
2.3 evaluate the use of different Electronic
Payment Systems
LO3 Be able to demonstrate 3.1 create a diagram for an e-business supply
the benefits of chain
electronic transactions
3.2 write a report on the advantages of e-
to supply chain
procurement
management
3.3 present an analysis on the flow of information
in a typical logistics operation
3.4 demonstrate the benefits of electronic
processes in integration of supply chain
management
LO4 Understand issues in 4.1 explain how the issues of trust and security
e-business including apply to supply chain management and other
quality recruitment and e-business operations.
security
4.2 evaluate how the internet can be used for
communication with prospective/current
employees
4.3 assess the issue of quality for an e-business
4.4 review the development of the internet
technologies on b2b industry networks and
b2c markets.

Guidance
Links
This unit links to Unit 29: The Internet and E-Business and Unit 30: Internet
Marketing.
This unit also links to the Business Administration NOS as mapped in Annexe B.
There must be access to the web in class to illustrate the required topics.

supply of relevant information across a range of elements of the supply chain.
Texts must be supported by website examples and case studies.
For part-time learners working in business, their work experience must be used
in comparing the approaches adopted.

guest speakers. Local businesses may also be interested in being the subject of
an assignment for example; develop an online payment system for High St
Pizza and therefore learners can gain advice from the business.

UNIT 32: QUALITY MANAGEMENT IN BUSINESS
Unit 32: Quality Management in

Business

QCF level: 5
Aim
The aim of this unit is to enable learners to understand the concept of quality
and quality management and define it in the context of business and service
operations.
Unit abstract
Quality has a wide range of meanings and is a term that can be used in a
variety of contexts, as a result it is hard to define. Total Quality Management
seeks to ensure that all processes relating to the production of goods and
services are of the highest quality. Quality control is concerned with
maintaining quality standards by monitoring and taking action when quality
falls below those standards. Quality assurance is a term used where a supplier
guarantees the quality of goods and allows the customer access during the
production period.
Customer satisfaction is at the heart of quality management, but this, in itself,

implies a different concept of quality. Customers are becoming more
sophisticated and more demanding, requiring superior performance from goods
or services and quicker responses from suppliers. Quality has been defined as
fitness for purpose but needs to be aimed at the needs of the consumer,
driven by what the consumer wants and will pay for.
Learning outcomes
1 Understand the different approaches to quality management appropriate to
commercial operations
2 Understand the benefits of quality management in a business and services
context
3 Understand a range of quality controls and how service to the customer can be
improved
4 Be able to apply the principles of quality management to improve the
performance of an organisation.

Unit content
1 Understand the different approaches to quality management

appropriate to commercial operations
Define quality: identifying customer needs and providing systems to

meet/exceed expectations, notion of self-assessment to establish the current
position of an organisation
Inspection and assurance: mass production and mass inspection, the early
years of quality control, quality systems and accreditation, the race for awards
e.g. BS 5750, ISO 9002, EN 29000, EFQM, Qest, Chartermark, Citizens
Charter, Investors in People, the middle years of quality assurance
Approaches: the works of Deming, Juran, Feigenbaum, Crosby, Ishikawa, etc,
quality planning, quality control and continuous quality improvement through
teams and facilitators, measurements as an aid to rational decision making,
self-assessment, costs and benefits of quality, communication channels, macro
issues of theory and prescription
Similarities and differences: structure of schemes, applications, costs,
implementation periods, use of documentation, application of standards,
identification of actions required, assessment methodology, orientation towards
customer/staff or organisation, effectiveness as a means to improve service
quality
2 Understand the benefits of quality management in a business and

services context
Customer satisfaction: the voice of the customer, customer needs and

expectations, understanding the customer, responding to customer demand,
meeting or exceeding expectations, value for money, added value and repeat
custom
Continuous improvement: from customer needs to customer needs and
expectations, quality gaps, internal and external customers, moving quality into
the service sector and its associated problems, the mature years of continuous
quality improvement.
Added values: lower costs, reduced waste, saving time, reducing need for
support activities, customer loyalty
Improved customer information: opening times, location, price lists,
promotional material, raising awareness, creating true image, targeting all
groups, value for money?

3 Understand a range of quality controls and how service to the customer

can be improved
Measurement of quality: systems documentation, procedures for all operations,

evaluating own procedures, comparisons with past performance/future plans
(business aims and objectives), competitors, industry standards, priorities for
action, benchmarking, emphasis of approach e.g. statistical quality control,
quality circles, TQM, Six-sigma
User and non-user surveys: profile of users and non-users, visit regularity,
facilities used, likes, dislikes, preferences, suggestions,
expectations/perceptions of service, barriers to access, action required,
encouraging and converting non-users
Consultation: questionnaires (distributed internally/externally), suggestion
schemes, complaints procedures, focus groups, open meetings, direct approach
to group leaders and groups
Complaints: distribution of forms (send out/collect), internal/external, framing
questions, customer friendly/IT friendly, easy to analyse, areas for
improvement, response time, period for remedial action, communication with
complainants, measurement of customer satisfaction
4 Be able to apply the principles of quality management to improve the

performance of an organisation
Self-assessment: validity of self-assessment, e.g. subjective, bias, one

dimensional; judgement based on current practice, comparison, e.g. with past
performance of organisation, against competition, against benchmarks for
future; comparisons with similar organisations/industry standards
Communication and record keeping: importance of communication across whole
organisation (vertical/horizontal), establishing agreement through consultation,
notifying actions required, currency, accuracy and relevance of records kept,
comparison with historical data, similar organisations elsewhere, industry
standards, record keeping
Staff consultation: setting the scene, explaining rationale (objective of quality
scheme), processes involved, requirements and commitment from staff,
communication and reporting mechanisms, keeping team updated and engaged,
implementation, feedback and review
Service improvements: application of concepts, documentation, administrative
processes for communication, applying standards, monitoring, action on
improvements, performance indicators, response times, feedback and review


LO1 Understand the 1.1 discuss definitions of quality in terms of
different approaches to business and services provision
quality management
1.2 illustrate the processes of inspection and
appropriate to
assurance
commercial operations
1.3 discuss a range of approaches to quality
management
1.4 explain the similarities and differences
between the different methods
LO2 Understand the 2.1 discuss what is meant by customer satisfaction
benefits of quality
2.2 explain the meaning of continuous
management in a
improvement
business and services
context 2.3 illustrate the type of added values to be
gained.
2.4 describe the types of information made
available to customers and the importance
given to effective marketing
LO3 Understand a range of 3.1 explain how quality management can be
quality controls and measured
how service to the
3.2 evaluate the benefit of user and non-user
customer can be
surveys in determining customer needs
improved
3.3 list the methods of consultation employed in
one quality scheme to encourage participation
by under-represented groups
3.4 identify the value of complaints procedures
and analyse how they may be used to improve
quality
LO4 Be able to apply the 4.1 report on the role of self assessment in order
principles of quality to determine an organisations current state of
management to health
improve the
4.2 evaluate the importance of communication and
performance of an
record keeping
organisation
4.3 follow guidelines on the stages of staff
consultation necessary for effective
implementation of a quality scheme
4.3 propose new systems or modifications to
existing systems that could improve service
quality.

Guidance
Links
This unit links with the management pathway units, especially: Unit 15:
Managing Activities to Achieve Results; Unit 16: Managing Communications,
Knowledge and Information; and it also links to Unit 34: Operations
Management in Business.
Quality management manuals, policies and strategies will be needed to support
learners work.
The use of case studies at this level will need careful preparation and
management. There are numerous examples of case studies focusing on
business excellence in the public domain, often in appropriate journals.
Learners must read the trade and specialist press and associated websites
regularly.

chambers of commerce are keen to promote local business and are often willing
to provide visit opportunities, guest speakers, and information about business

UNIT 33: SMALL BUSINESS ENTERPRISE
Unit 33: Small Business Enterprise

QCF level: 5
Aim
The aim of this unit is to give learners the opportunity to focus on the
processes involved, through change management, of reviewing and improving
the performance of a small business enterprise.
Unit abstract
This unit is designed primarily for learners who are interested in small business
enterprises and looks at the development and expansion of these businesses.
The unit will be particularly appropriate for learners currently working in a small
business enterprise. The unit is also appropriate for learners who have had
work placements or work experience in small businesses and for learners who
wish to pursue careers in the small business sector of the economy.
The governments vision is for more people in the UK to have the opportunity,
aspiration and motivation to use their talent and initiative to be enterprising,
and to have an increased proportion of people starting a business. The
Department for Business, Innovation and Skills is responsible for small business
and enterprise policy. Statistics from the Federation of Small Businesses
website show that there are almost 5 million small businesses in the UK, almost
14 million people are employed in small- and medium-sized enterprises and
over half a million people start up their own businesses every year. The small
business sector provides employment and career opportunities which may
appeal to many learners not attracted to a career in large organisations.
The unit draws together many of the topics covered in other units and allows
learners to practise the business skills needed in reviewing and managing the
performance of a small enterprise.
Learning outcomes
1 Be able to investigate the performance of a selected small business enterprise
2 Be able to propose changes to improve management and business performance
3 Be able to revise business objectives and plans to incorporate proposed changes
4 Be able to examine the impact of change management on the operations of the
business.

Unit content
1 Be able to investigate the performance of a selected small business

enterprise
Business profile: components of the business, objectives of the business,

internal and external factors affecting business performance, performance
measures, constraints and restrictions on business, responsibilities and liabilities
of owner-manager
Comparative measures of performance: comparisons with other similar-sized
businesses in same geographical area, comparisons with businesses in same or
similar industry, comparisons with industry averages; comparisons should cover
all areas (financial, production, marketing, sales, human resources, use of
technology)
Analysis of business information: analysis of past and current business
information (financial, marketing information, sales, production, human
resource efficiency, management effectiveness) using ratios, budget
information, market research results, SWOT analysis, business reports e.g.
production efficiency
2 Be able to propose changes to improve management and business

performance
Overcoming weaknesses: problem-solving strategies, sources and availability of

professional advice in appropriate areas, finding solutions and alternatives,
availability and use of outsourcing for specific functions e.g. payroll, debt
collection
Maintaining and strengthening existing business: maintaining appropriate
performance records, building on business strengths, maintaining market
share/position, importance of good customer/supplier/adviser relationships
New opportunities: identifying areas for expansion e.g. niche markets and
export opportunities where appropriate, research techniques, evaluating
projects, assessing project requirements, costing and finding finance for new
projects, risk assessment
Evaluation of management and personnel: skills audit, self-evaluation,
development of self and associated personnel, assessing costs and benefits of
self and staff development
3 Be able to revise business objectives and plans to incorporate proposed

changes
Business objectives: structure of business objectives, assessment of business

objectives in the light of current performance, making changes to business
objectives, impact of changes on business plans

Business plans: structure of integrated business plans (financial, sales and

marketing, production/output, personnel), use of business plans, evaluation of
plans against business objectives, incorporating changes to plans, budgeting for
changes, preparation of business forecasts
Action plans: plans to implement changes, systems to manage, monitor and
evaluate changes, performance measures, milestones, setting deadlines
4 Be able to examine the impact of change management on the

operations of the business
Impact of change: effects of change on all areas of business (finance,

workloads, morale, job roles, physical aspects e.g. office space, production
methods); use of technology, anticipating possible obstacles/problems
Management of change: monitoring effects of change, maintaining systems and
records to evaluate impact of change, appropriate revision of plans in response
to actual results


LO1 Be able to investigate 1.1 produce a profile of a selected small business
the performance of a identifying its strengths and weaknesses
selected small business
1.2 carry out an analysis of the business using
enterprise
comparative measures of performance
LO2 Be able to propose 2.1 recommend with justification, appropriate
changes to improve actions to overcome the identified weaknesses
management and in the business
business performance
2.2 analyse ways in which existing performance
could be maintained and strengthened
2.3 recommend with justification, new areas in
which the business could be expanded
LO3 Be able to revise 3.1 produce an assessment of existing business
business objectives and objectives and plans
plans to incorporate
3.2 revise business plans to incorporate
proposed changes
appropriate changes
3.4 prepare an action plan to implement the
changes
LO4 Be able to examine the 4.1 report on the impact of the proposed changes
impact of change on the business and its personnel
management on the
4.2 plan how the changes will be managed in the
operations of the
business
business
4.3 monitor improvements in the performance of
the business over a given timescale.

Guidance
Links
This unit links with other management units within this specification.
The unit also links with the Management and Leadership NOS.
Some learners will be able to use their own experience of small business as a
basis for their work in this unit. Other learners will need to be given realistic
case studies.
Local government reports and statistics relating to small businesses are

available in most public libraries and will be needed.

Learners will be encouraged to use their own organisation for research.
Learners will require access to research facilities and the internet. Guest
speakers with experience of small business management can provide valuable
input to support the underpinning knowledge and understanding of the unit.

UNIT 34: OPERATIONS MANAGEMENT IN BUSINESS
Unit 34: Operations Management in

Business

QCF level: 5
Aim
To provide learners with an understanding of the role and importance of operations
management (OM) in the efficient and effective production of goods and services.
Unit abstract
Operations management is the area of business activity concerned with the
production of goods and services. It includes the responsibility of ensuring that all
business/organisational operations are efficient in terms of minimising costs by
using as few resources as possible, and effective in terms of maximising quality and
meeting customer requirements. It is concerned with managing the
transformational processes that convert inputs (in the form of materials, labour and
energy) into outputs (in the form of goods and services).
It is important therefore that learners seeking employment in the business world
realise that the proper organisation of productive systems, and their interfaces
with internal as well as external customers and suppliers, is essential if
goods/services are to be produced on time, to cost and within the law.
Learning outcomes
1 Understand the nature and importance of operations management
2 Understand the link between operations management and strategic planning
3 Understand how to organise a typical production process
4 Be able to apply relevant techniques to the production of an operational plan for
an organisation.

Unit content
1 Understand the nature and importance of operations management
Operations management: a definition of Operations Management (OM) and its

key elements; importance of OM for all organisations; impact on OM of changes
in the business environment
Operations function: the management of resources for the production and
delivery of goods or services; the role of OM in achieving strategic objectives;
activities of core functional areas and their interrelationships; differences and
similarities between services and products; impact of environmental issues;
impact of ethical behaviour; role of the supply chain;
Processes: input-transformation-output process; processes hierarchy;
characteristics of operations processes e.g four Vs volume, variety, variation,
visibility; business process modelling, lean management techniques, integration
of supply chain e.g. Just in Time (JIT);
2 Understand the link between operations management and strategic

planning
The 3 Es: economy; efficiency and effectiveness

Operational efficiency and strategic operations: time, resources, budgets;
external analysis, e.g. PESTLE; links and differences between operations
management and strategic planning
The paradox: efficiency (thrift) versus effectiveness (quality)
The five OM performance objectives: cost; dependability; flexibility; quality and
speed; internal and external benefits of excelling in each performance objective;
trade-offs between objectives
3 Understand how to organise a typical production process
Techniques: Linear programming - definition and applications in planning and

production; Critical Path Analysis; flow charts, network planning
Operational planning and control: activities involved in capacity planning;
inventory planning; project management and quality assurance/control

4 Be able to apply relevant techniques to the production of an operational

plan for an organisation.
Operational plan: using planning techniques, e.g. Critical Path Analysis, meeting
the requirements
Outcome determination: the five performance objectives
Monitoring and control: quality assurance and quality control mechanisms
(Q.A.C); fish bones; quality circles; variance analysis, six sigma, product quality
and service quality, benchmarking; best practice; self-assessment; vision;
continuous improvement; quality characteristics; importance of quality


LO1 Understand the nature 1.1 explain why operations management is
and importance of important for organisations
operations
1.2 analyse the operations functions of a selected
management
organisation
1.3 evaluate, by using a process model, the
operations management of a selected
organisation
LO2 Understand the link 2.1 appraise the importance of the Three Es to
between operations organisations
management and
2.2 assess the impact of the tension between cost
strategic planning
minimisation and quality maximisation in
organisations
2.3 evaluate the significance of the five
performance objectives that underpin
operations management to organisations
LO3 Understand how to 3.1 assess how linear programming adds value to
organise a typical a given production process
production process
3.2 evaluate critical path analysis and network
planning
3.3 justify the need for operational planning and
control in a selected production process
LO4 Be able to apply 4.1 produce a set of clearly defined operational
relevant techniques to outcomes for a selected organisation
the production of an
4.2 produce a network plan indicating the
operational plan for an
resultant critical path
organisation.
4.3 justify how quality management techniques
are applied to improve operations in a selected
organisation

Guidance
Links
This unit has links with all the other management units in the HNs in Business.
Learners will need access to project management software and to flow chart
templates for illustrative purposes.

UNIT 35: EUROPEAN BUSINESS
Unit 35: European Business

QCF level: 5
Aim
To provide learners with an understanding of the importance of international
trade and in particular UK trade with the European Union.
Unit abstract
As an open economy the UK not only engages in international trade, its very
survival depends on it. Despite having a sophisticated and highly productive
agricultural sector we can feed only approximately 50 per cent of our
population.
It is important, therefore, that learners seeking employment in the business

world realise that if we do not export sufficient goods or services we can not
afford to import the food and raw materials we need to maintain our economic
wellbeing.
The first part of the unit focuses on international trade in general and the
balance of payments as a monitoring device, whilst the second part
concentrates on the EU and the economic theories that underpin its creation.
The unit then examines the role and significance of the main EU institutions,
particularly in relation to their policy-making and implementation functions.
Finally, the unit requires learners to research a particular area of economic
activity and then apply the discipline of action planning to a hypothetical UK
company seeking to begin operating within the EU.
Learning outcomes
1 Understand the significance of international trade and the balance of payments to
open economies such as the UK
2 Understand the economic rationale underpinning the European Union (EU)
3 Understand the role of the major EU institutions
4 Be able to develop an action plan for a specific UK company wishing to trade
within the EU.

Unit content
1 Understand the significance of international trade and the balance of

payments to open economies such as the UK
International trade: imports and exports; visibles and invisible; open and closed
economies; comparative and absolute advantage; the terms of trade; exchange
rates
Balance of payments: structure current account; capital account; visible trade
balance; invisible trade balance; current account balance; capital transfer
balance; balancing items; equilibrium; surplus and deficit; the significance of
long term deficits
2 Understand the economic rationale underpinning the European Union

(EU)
Exchange rates: fixed and floating

Single currency: arguments for and against the Euro; The Euro Zone/Area
(EMU)
Free trade versus protectionism: tariffs, quotas, competition,
regulation/deregulation
Factor mobility: geographic and occupational mobility of labour and
capital/funds
3 Understand the role of the major EU Institutions
Institutions: the European Parliament, the Council of the European Union, the
European Council, the European Commission, The European Court of Justice,
The European Court of Auditors. The European Central Bank, The Presidency
Policy outcomes: European Directives and European Funding e.g. European
Regional Development Fund (ERDF), European Social Fund (ESF), the Cohesion
Fund
4 Be able to develop an action plan for a specific UK company wishing to

trade within the EU
The EU as a trading bloc: composition, size, infrastructure, The Euro Zone/Area

(EMU)
Barriers to trade: linguistic, cultural, logistical and environmental
EU Directives: policy initiatives and directives relevant to the chosen company
EU funding streams: EU funding streams that may be available to the chosen
company


LO1 Understand the 1.1 explain the importance of international trade
significance of to an open economy such as the UK
international trade and
1.2 assess the significance of comparative
the balance of
advantage, absolute advantage, the terms of
payments to open
trade and exchange rates
economies such as the
UK 1.3 describe the structure of the balance of
payments
1.4 explain the terms surplus and deficit and the
significance of long-term deficits to open
economies
LO2 Understand the 2.1 explain the role played by exchange rates in
economic rationale international trade
underpinning the
2.2 analyse the advantages attributed to the
European Union (EU)
adoption of a single European currency
2.3 explain the difference between free trade and
protectionism and the role played by tariffs,
quotas and deregulation within the EU
2.4 evaluate the importance of geographic and
occupational mobility in wealth creation
LO3 Understand the role of 3.1 explain the role of the main EU institutions in
the major EU determining and legitimising policy
Institutions
3.2 assess the role played by EU directives
3.3 evaluate the structure and purpose of the
main EU funding streams such as the ERDF
and the ESF
LO4 Be able to develop an 4.1 produce a profile of the EU as a trading bloc
action plan for a
4.2 evaluate the significance of linguistic, cultural,
specific UK company
logistical and environmental barriers to EU
wishing to trade within
operations
the EU
4.3 carry out an audit of possible EU funding
streams that may be available and relevant
directives
4.4 produce an action plan which lists the actions
necessary to begin such a venture.

Guidance
Links
This unit links with other units within this specification relating to European
Business
Learners will need access to a large map of the European Union, a chart
indicating the main EU institutions and their interconnection and UK National
Accounts such as the Blue Book.

UNIT 36: EMPLOYMENT LAW
Unit 36: Employment Law
Unit code: A/601/1088

QCF level: 5
Aim
The aim of this unit is to provide the learner with an understanding of the law
on employment, and the skills to apply those legal provisions which are
concerned with the employment relationship and individual employment rights
Unit abstract
In this unit learners will develop the understanding and skills required to
analyse the law relating to employment relationships and individual
employment rights.
Both UK and European sources of employment law are examined, along with
the institutions and systems concerned with law enforcement. Learners will
develop an understanding of the nature and scope of the employment
relationship in its legal and business context. There will be a particular focus on
the creation, content, application and termination of employment contracts.
The unit also considers the impact on the employment relationship of the
developing law in the areas of discrimination, human rights and data protection.
Learning outcomes
1 Understand the sources, institutions and enforcement systems for individual
employment rights
2 Understand the nature and scope of the employment relationship in its legal and
business context
3 Be able to apply the legal provisions concerned with discrimination and health
and safety in a legal and business context
4 Understand the impact on the employment relationship of the developing law in
the areas of human rights and data protection legislation.

Unit content
1 Understand the sources, institutions and enforcement systems for

individual employment rights
Sources of employment law: UK primary and secondary legislation; European

Union (EU) directives and regulations; decided cases
Institutions and enforcement systems: courts and tribunals; ACAS; Equality and
Human Rights Commission (EHRC) available remedies for individuals to enforce
their rights
2 Understand the nature and scope of the employment relationship in its

legal and business context
Employees and independent contractors: tests used to make this distinction;

vicarious liability, cases illustrating problem areas
The contract of service: content and layout; basic contractual principles and the
difference between express and implied terms; the nature and scope of these
terms for both employer and employee
Impact of EU legislation: working time; time off rights, and protection of wages;
appropriate policies and procedures for employers
Termination: reasons other than dismissal; notice periods
Dismissal: wrongful, unfair and constructive; redundancy
3 Be able to apply the legal provisions concerned with discrimination and

health and safety in a legal and business context
Discrimination: the continuing development of anti-discrimination law; groups

who are protected by law and those who remain disadvantaged; direct and
indirect discrimination; the issue of positive promotion of equal opportunities
and diversity in the workplace
Health and safety: common law; statutory provisions
4 Understand the impact on the employment relationship of the

developing law in the areas of human rights and data protection
legislation
The impact of human rights issues on the employment relationship: respect for
private life and freedom of belief and expression; data protection principles and
the rights of data subjects
It is important to always refer to the latest legislation, directives

and regulations.


LO1 Understand the 1.1 explain the sources of employment law
sources, institutions
1.2 evaluate the institutions and enforcement
and enforcement
systems for individual employment rights
systems for individual
employment rights
LO2 Understand the nature 2.1 differentiate between employees and
and scope of the independent contractors
employment
2.2 explain the nature and scope of employment
relationship in its legal
contracts
and business context
2.3 evaluate the effect of European Union
legislation on the employment relationship
2.4 compare and contrast reasons and methods of
terminating the relationship
LO3 Be able to apply the 3.1 apply the legal provisions on discrimination to
legal provisions particular cases
concerned with
3.2 produce an assessment of the relationship
discrimination and
between the developing law on discrimination
health and safety in a
and human resource management practices
legal and business
context 3.3 produce an evaluation of health and safety
practice in a given organisation and compare
to best practice
LO4 Understand the impact 4.1 discuss the impact on the employment
on the employment relationship of the legal provisions on human
relationship of the rights
developing law in the
4.2 evaluate the application of the data protection
areas of human rights
principles and the rights of data subjects in a
and data protection
given organisation.
legislation

Guidance
Links
There are links between this unit and the human resources units within this
specification
Learners need access to a specialist law library for key texts and law reports.
The use of texts should be supported by reference to broadsheet newspapers,
relevant journals, specialist publications and electronic databases.
Information can also be obtained from institutions such as the Equality and
Human Rights Commission and ACAS.


UNIT 37: COMPANY LAW
Unit 37: Company Law

QCF level: 5
Aim
The aim of this unit is to provide learners with a knowledge and understanding
of the law on companies and the skill to apply the rules particularly in business
situations.
Unit abstract
In this unit learners develop an understanding of the different types of
company, company formation and the required documentation. The unit then
considers capital, the creation of shares and the rights of shareholders. It also
looks at directors and their powers and duties. Finally, the unit examines the
winding up a company.
Learning outcomes
1 Understand the nature of a company
2 Be able to draw up the constitution of a company
3 Understand share capital and capital maintenance
4 Understand about shareholders, directors, charges and insolvency.

Unit content
1 Understand the nature of a company
Classification: corporations and of registered companies; separate legal

personality advantages and disadvantages; lifting the veil; civil/criminal
responsibility; promoters and pre-incorporation contracts; registration and re-
registration; commencement of trading
2 Be able to draw up the constitution of a company
Constitution: the memorandum of association; the articles of association;

alteration; doctrine of ultra vires and its effect; prospectus and listing
particulars
3 Understand share capital and capital maintenance
Capital: types of capital; issue of shares; membership; class rights; transfer

and disclosure requirements; dividends; capital maintenance; insider dealing
4 Understand about shareholders, directors, charges and insolvency
Shareholders and directors: types of meetings and resolutions; powers of

directors; management of the company; duties of directors; statutory
regulation; minority protection; rights of shareholders and debenture holders;
fixed and floating charges and their registration; compulsory liquidation;
voluntary winding up; assets and liabilities in liquidation
It is important that learners use the most up-to-date textbooks and
legislation currently The Companies Acts 1985 and 2006.


LO1 Understand the nature 1.1 explain the concept of corporate personality
of a company and lifting the veil
1.2 analyse the advantages and disadvantages of
incorporation
1.3 describe the law on promoters and pre-
incorporation contracts
1.4 explain the requirements for registration and
commencement of trading
LO2 Be able to draw up the 2.1 apply the requirements for the memorandum
constitution of a to a given scenario
company
2.2 draw up the articles of association in a given
scenario
2.3 evaluate the doctrine of ultra vires and its
effect
2.4 explain the contents of a prospectus and
listing particulars
LO3 Understand share 3.1 explain the different types of capital
capital and capital
3.2 assess the law on issue of shares, class rights
maintenance
and dividends
3.3 discuss the law applicable to capital
maintenance and insider dealing
LO4 Understand about 4.1 describe the duties and powers of directors
shareholders,
4.2 explain the rules on the different types of
directors, charges and
meetings
insolvency
4.3 discuss the law on minority protection
4.4 evaluate the rights of shareholders and
debenture holders
4.5 discuss rights on liquidation.

Guidance
Links
This unit has links with the other law units within this specification.
Learners will require access to a library which contains key texts and materials
relating to company law.


UNIT 38: BUSINESS EVENTS MANAGEMENT
Unit 38: Business Events Management

QCF level: 4
Aim
The aim of this unit is to provide learners with a knowledge and understanding
of different administrative functions and roles and to provide them with the
skills to organise events and activities.
Unit abstract
This unit allows learners to develop and practise their knowledge,
understanding and skills as administrators or managers by examining the
administrative functions within organisations. The unit is about preparing and
coordinating operational plans and managing time effectively and developing
self to meet the needs of an organisation. The unit investigates the roles and
responsibilities of key people within the organisation helping to meet its
objectives.
Learners will find out to how to manage events or activities. They will have the
opportunity to investigate and participate in the running of an event in which
they will take a major role in managing a range of key resources. This is a
practical unit which will prepare learners for a management role in any
organisation whether large, medium or small.
Learning outcomes
1 Be able to plan an event or project
2 Be able to effectively administer an event or project
3 Be able to organise teamwork when managing an event or project
4 Be able to use a range of business communication systems in managing the
event or project.

Unit content
1 Be able to plan an event or project
Identification of the event or project to be run: kind of event, key people

involved, objectives and constraints, costs, likely problems, time required for
event or project
Preparing: pre-planning meeting to discuss proposals, flexibility, contingency
plans, allocating tasks and roles, critical path identification, estimating
completion date
Monitoring: reviewing plans at appropriate times so that they can be updated to
meet changes in the working environment or to the objectives
Documentation despatch, storage and retrieval: internal and external, letters,
memos, notes, emails, advertising, agendas, reports and feedback, working
notes, Data Protection Act
Resourcing: financial, human and physical, including refreshments, travel and
accommodation
2 Be able to effectively administer an event or project
Setting-up tasks: responsibilities, coordination, negotiation, methods of

communication
Estimating completion dates: available planning techniques and tools and how
to choose those which are appropriate to the situation, importance of realistic
schedules and how to identify them
Time management and prioritisation: planning- and time-management aids,
how to deal with interruptions, how to identify and prioritise outcomes
Proactivity: how to take the initiative, the importance of delegation, how to
delegate effectively
Supporting: the importance of communicating clearly, and of involving other
people and listening to their opinions and concerns
Supervising and monitoring: how to obtain valid and relevant information and
assess whether it is sufficient to monitor a project or event accurately
Evaluating: the need to assess progress, the range of corrective actions which
can be taken, and the importance of continuously seeking opportunities for
improvements and how to do so
3 Be able to organise teamwork when managing an event or project
Size of teams: optimum size needed for the task and method of working
Leadership: the importance of effective coordination and clear communication
both orally and on paper, how to identify the actions and resources needed to
achieve agreed outcomes

Prior knowledge and skills of team members: how to identify roles and
responsibilities appropriately amongst relevant people
Group cohesion: ability to work together cohesively, team building
Conflict: how to diffuse anger, the importance of responding to criticism
positively and how to do so
Liaison with external teams or individual: methods and regularity of
communication, team meetings
4 Be able to use a range of business communication systems in managing

the event or project
Business documentation: letters, memos, reports, agendas, minutes

Information technology: internet, emails, video links, mobile phones,
applications software
Producing information: method, type of production and regularity


LO1 Be able to plan an 1.1 carry out an identified event or project within
event or project an agreed timescale
1.2 write appropriate documentation
1.3 organise resources to carry out the event or
project.
1.4 perform regular reviews and evaluations
including the methods and resources
LO2 Be able to effectively 2.1 set up the project, choose the completion date
administer an event or and allocate responsibilities
project
2.2 demonstrate leadership, effective time
management and skills of prioritising and
delegating
2.3 support and monitor the project
2.4 take corrective action if necessary to keep the
project on schedule
LO3 Be able to organise 3.1 choose the appropriately sized team with the
teamwork when knowledge and abilities required for the
managing an event or project
project
3.2 demonstrate team-building skills and how to
diffuse anger
3.3 show the importance of effective co-ordination
and clear communication when liaising with
the team
3.4 plan the actions and resources needed to
achieve the success of the event or project
LO4 Be able to use a range 4.1 create clear records of communication both
of business internal and external and of team meetings
communication
4.2 demonstrate good use of information
systems in managing
technology where applicable
the event or project
4.3 produce information regularly and on time.

Guidance
Links
Leadership.


UNIT 39: INVESTMENT
Unit 39: Financial Investment

Opportunities

QCF level: 5
Aim
The aim of this unit is to provide the learner with an understanding of the stock
exchange and the range of financial investment opportunities available to
individuals living in the UK.
Unit abstract
Investment savings and financial planning are essential, but often overlooked,
skills in managing personal financial affairs.
This unit considers the range of investment opportunities available to

individuals living in the UK. Learners will learn how to identify investor needs
and how UK taxation works in so far as it affects investment decisions. They
will discover the range of investment products available from banks, building
societies, insurance companies and national savings.
Learners will also understand how the stock exchange functions, the range of
investments available and how to manage a portfolio of investments.
Learning outcomes
1 Understand the range of investments available to individuals
2 Understand how the UK system of taxation affects investment decisions
3 Understand investors needs
4 Understand the working of the stock exchange and the range of investments
available.

UNIT 39: INVESTMENT
Unit content
1 Understand the range of investments available to individuals
Differences: between investing and gambling; why some financial products

termed investments are actually gambling e.g. spread betting
Risk: of different investments; individual attitudes to risk/reward
Range: outline of the full range of investments available to individuals in the UK
Products: different safe investment products of banks, building societies,
insurance companies, friendly societies and national saving
Portfolios: construction; low risk or safe investments for different people
2 Understand how the UK system of taxation affects investment decisions
Income tax: rates and allowances

Tax-free investments: examples to include ISAs
Calculation of income tax: payable by different people to include income from
dividends and interest on deposits
Tax saving strategies: e.g. married couples who transfer assets from a higher
rate payer to a standard rate or non-tax paying spouse
Capital gains tax: calculations; rate and exemptions
Inheritance tax: calculations; rate; exemptions; how to avoid it
Tax avoidance and tax evasion: meanings; legality; differences
3 Understand investors needs
Different needs: individuals of different ages, domestic commitments and tax

rates
Portfolios: construction of; financial investments available in the UK for different
individuals
Financial advisers: what they do; how to choose one; how they get paid
Remedies: investors rights and protection
Regulation: the FSA and the Ombudsman
4 Understand the working of the stock exchange and the range of

investments available
Stock exchange: evolution; how it works; how share prices are determined
Securities: range available
Financial Times: how to read the financial pages; how the figures are
calculated; what they mean

UNIT 39: INVESTMENT
Collective investments: investment and unit trusts; open ended investment

companies; ISAs
Bonds: income and growth; gilt edged or Treasury bonds issued by the UK
government

UNIT 39: INVESTMENT

LO1 Understand the range 1.1 assess the attitude of individuals to risk when
of investments evaluating the suitability of investments
available to individuals
1.2 evaluate a range of investments available from
banks, building societies, insurance companies
and national savings
1.3 analyse the suitability of these products for
different people
LO2 Understand how the 2.1 calculate income tax payable for various
UK system of taxation individuals and couples, including income from
affects investment dividends and interest
decisions
2.2 calculate capital gains tax liabilities in different
situations
2.3 evaluate tax-free investments and their
importance to different tax payers
LO3 Understand investors 3.1 identify the needs of different investors
needs
3.2 design portfolios of investments for different
individuals
3.3 explain the functions of financial advisers and
how to select one
3.4 explain investors rights and the protection
available to them
LO4 Understand the 4.1 explain the information in the financial pages
working of the stock of The Financial Times
exchange and the
4.2 calculate stock exchange ratios and be able to
range of investments
explain what they mean
available
4.3 describe and evaluate collective investments,
e.g. investment and unit trusts OEICs and
bonds.

UNIT 39: INVESTMENT
Guidance
Links
This unit links to Unit 12: Taxation, within this specification.
Arnold: The Financial Times Guide to Investing. The latest edition is essential
and is a good basic text.
Taxation guides from Which and the Daily Telegraph are updated annually after
the Finance Act is amended.
A good daily newspaper along with the weekend money and finance sections as
found in The Times and The Daily Telegraph.
Investors Chronicle every Friday is invaluable for tutors and learners.
There are also monthly journals such as What Investment and Money Observer
which will be topical and up to date.

UNIT 40: BUSINESS WORK EXPERIENCE
Unit 40: Business Work Experience

QCF level: 5
Aim
This unit will develop the skills and knowledge of work practices in industry
through the learner undertaking work experience and producing a management
report examining a work-based issue.
Unit abstract
In this unit learners will have an opportunity to develop first-hand experience of
all aspects of business operations. The production of a management report is
the outcome of the learning, and learners must be able to undertake suitable
activities to investigate a work-based issue or problem for the work experience
organisation. This unit aims to develop knowledge and understanding of how
businesses operate and the skills and abilities managers draw upon when faced
with everyday issues or problems. It is important, therefore, for learners to
appreciate and analyse the relationships between different parts of the host
organisation.
A minimum of 40 hours work placement experience is required for successful

completion of this unit. Learning will complement the learning and
understanding gained for other units on the programme, and also allows further
opportunities for gaining evidence. Learners will research a suitable host
organisation and arrange their work experience through preparing for interview.
They will identify and agree a suitable issue or problem to be investigated with
the organisation and tutor, setting aims, objectives and targets. The report
should be supported by evidence learners collect and demonstrate an in-depth
knowledge of working practices and a broad knowledge of how the organisation
operates.
Learners will monitor their progress against an action plan of the agreed aims
and objectives, and review the effectiveness of achievement of the targets and
their own performance. The management report can be presented in any
suitable format.

Learning outcomes
1 Understand ways to arrange appropriate industry experience
2 Be able to agree aims and objectives of work based project with others
3 Be able to monitor and evaluate progress of work based project
4 Be able to present report on work based project.

Unit content
1 Understand ways to arrange appropriate industry experience
Methods: personal skills audit e.g. negotiation, action planning, CV, interview
techniques; research company background, shortlist potential organisations,
letter, email, interview, personal recommendation
Management report: issues, problems e.g. teamworking, leadership,
interpersonal skills, operational/technical skills, customer care, communication,
networking, action planning, problem-solving, ICT/computer literacy, flexibility
Industry context: business sector e.g. finance, banking, law, management,
human resources, marketing, type e.g. local, national, global
2 Be able to agree aims and objectives of work-based project with others
Aims, objectives and targets: personal/career development; work-related eg job

competences, roles and responsibilities, operational, practical, technical, people-
related, learning and development, quality, health and safety, equal
opportunities; benefit to the learner/organisation; review/achievement dates
Research project: negotiation, action planning, strategy development, objective
setting, creative, innovative, problem solving, methods of achieving aims,
objectives and targets, time scale, resources, intended outcomes
3 Be able to monitor and evaluate progress of work-based project
Monitor: reflective practice journal; gathering, recording and reviewing

information, collecting evidence
Evaluate: measuring using supportive evidence; aims, objectives, targets;
activities undertaken, e.g. teamwork, decision making, learning, self-
development, assertiveness, meeting needs and requirements of the job role;
benefits, difficulties, effectiveness, timescale, reach and justify conclusions
Relevant sources: personnel e.g. mentor, supervisor, line manager, colleagues,
members of the public; reference materials, the internet, training manuals,
computer help-screens, induction handbook
4 Be able to present report on work-based project
Presentation format: report e.g. contents/index, bibliography,

acknowledgements, referencing, visual presentations of data including
statistics; verbal presentation skills e.g. communicating effectively, developing
and presenting a reasoned case, responses to questions
Colleagues: managers, mentors, employees, peers, external stakeholders
Recommendations: e.g. changes, amendments, resources, roles, responsibilities
Justification: efficiency, effectiveness, costs, benefits, innovation, creativity


LO1 Understand ways to 1.1 select a suitable host organisation
arrange appropriate
1.2 explain the structure of the host organisation
industry experience
and the sector in which it operates
1.3 explain how the industry experience would
support the development of an appropriate
management report
LO2 Be able to agree aims 2.1 negotiate appropriate aims, objectives and
and objectives of work- targets for the work-based project task
based project with
2.2 evaluate how the aims, objectives and targets
others
will benefit both the organisation and self
LO3 Be able to monitor and 3.1 research suitable information to inform the
evaluate progress of work-based activity
work-based project
3.2 maintain a reflective practice journal to
monitor progress
3.3 assess how the development of skills and
behaviours improved own knowledge of
working practices, making recommendations
for improvement
LO4 Be able to present 4.1 develop conclusions to meet the aims,
report on work-based objectives and targets
project
4.2 present results to colleagues in a suitable
format
4.3 evaluate how industry experience supported
the development of skills and knowledge of
work practices.

Guidance
Links
The unit links with the National Occupational Standards in Management and
Leadership.
To complete this unit, learners will need suitable placements with appropriate
host organisations who are willing to provide projects requiring the
investigation of a host organisation issue or problem.

The selection of a suitable work placement organisations is essential. Centres
should develop links with organisations who are willing to provide work
experience in terms of agreeing appropriate and challenging work activities for
learners to complete a management report. Ideally, the host organisation
should have enough functions to cover all aspects of the business operation,
and be able to provide support and guidance for learners.

UNIT 41: CONTEMPORARY ISSUES IN MARKETING MANAGEMENT
Unit 41: Contemporary Issues in

Marketing Management

QCF level: 5
Aim
This unit will introduce learners to some current issues within the marketing
industry including relationship marketing, customer relationship management,
marketing in non-traditional contexts, marketing services and the increasing
concern with ethical and social considerations.
Unit abstract
The role of marketing as a business function is increasingly viewed as an
integral constituent of overall corporate strategy as organisations have become
more aware of the need to develop long-term relationships with their
customers.
The marketing industry has widened its scope to include non-traditional

organisations such as those in the public and voluntary sectors. In this unit
learners will examine how marketing theory is applied in not-for-profit
organisations.
Services management, and therefore marketing, has been recognised

separately since the 1970s. This unit also looks at the special approaches that
service industry businesses need to adopt in a rapidly changing environment.
Ethical and social considerations have become increasingly important to all

businesses and learners will investigate the impact this is having on marketing.
Learning outcomes
1 Understand the importance of relationship marketing in a contemporary business
context
2 Understand the role of marketing in non-traditional contexts
3 Understand the importance of applying the extended marketing mix in the
service sector
4 Understand the reasons for the increasing emphasis on ethics and social
responsibility in marketing.

Unit content
1 Understand the importance of relationship marketing in a

contemporary business context
Marketing evolution: from production, transactions, consumer relationship

marketing (CRM) ethos, internal and external relationships, supply chain
relationships, increasing importance of customer retention rather than
acquisition, value chain analysis
Benefits of relationship marketing: maximising customer equity, lifetime value
of customer, competitive environment, how the marketing mix supports
relationships brand recognition reference groups consumer behaviours in
relation to corporate identity; issues of credibility, trust and commitment in
relationships with stakeholders
IT requirements in relationship marketing: range of ICT tools, loyalty cards,
research capabilities, production online, access to customers; monitoring and
controlling projects and marketing plans, IT used in planning, scheduling and
resourcing activities within the plan
CRM: grown out of relationship marketing approach, what CRM systems can do,
limitations and possibilities, integration with traditional methods, maximising
value for customer and organisation, how internet and digital technologies can
be used to enhance communications and relationships within channels and
between B2B partners, increasing social CRM, use of social media e.g. YouTube,
Twitter
Knowledge management: the growing importance of knowledge management
as a key tool in gaining and sustaining competitive advantage, analytical CRM
2 Understand the role of marketing in non-traditional contexts
Public sector: importance of growth of marketing concepts in the public sector,

mix of private, voluntary and public sector activity, public sector objectives,
marketing as satisfaction of customer needs at maximum levels of efficiency,
criticisms of marketing in public sector e.g. expense of branding initiatives, use
of resources
Voluntary sector: types of voluntary sector organisations, role of marketing
customers, donors and beneficiaries of voluntary sector organisations;
budgeting and performance in voluntary sector organisations, use of different
marketing techniques e.g. direct methods, intervention marketing, virtual
marketing
Customer identification: the nature of relationships with customers in not-for-
profit organisations, nature of message and methods of communication,
customer benefit and recognition, stakeholders in not-for-profit organisations,
prioritising stakeholder needs e.g. power/interest grid
Virtual organisations: the importance of the e-commerce revolution, online
purchasing and production, particular aspects of relationships with customers in
virtual organisations, e-marketing mix, trends in virtual/real mix of activities

3 Understand the importance of applying the extended marketing mix in

the service sector
Extended marketing mix: people, processes, physical evidence; the

development of services management and marketing as a separate discipline
Service/product mix: nature of services as intangibles, services as added value
to product mix, services within relationship marketing, service sector growth,
increasing importance of services in developed economies, globalisation of
services provision
Managing the process of service marketing: perishability and heterogeneity of
services, particular marketing approaches in service industries
Managing the quality of services provision: customer perceptions of quality,
measurement of customer satisfaction levels, importance of customer retention
Role of ICT: how ICT can be used to manage the process of marketing in the
services industry e.g. customer databases, capacity analysis, dynamic pricing,
internal marketing research
4 Understand the reasons for the increasing emphasis on ethics and

social responsibility in marketing
Corporate social responsibility (CSR): corporate reputation, economic, legal,

ethical and philanthropic social responsibilities; impact on brand reputation
Societal marketing: development in the evolution of marketing
Ethical considerations: business ethics, globalisation, international marketing
ethics, pressure group activity, environmental/ecological issues, international
protocols, sustainable marketing; ethics and responsibility in marketing
research


LO1 Understand the 1.1 explain the concept of knowledge management
importance of and its role in relationship marketing
relationship marketing
1.2 explain the ways that ICT can support the
in a contemporary
customer relationship management process in
business context
a particular organisation
1.3 describe the benefits of customer relationship
management in a selected organisation
1.4 make justified recommendations for the
improvement in customer relationship
management for a selected organisation
LO2 Understand the role of 2.1 carry out a stakeholder analysis for a
marketing in non- voluntary sector and a public sector
traditional contexts organisation
2.2 describe the nature of the relationships with
customer within two selected not-for-profit
organisations
2.3 compare methods used in marketing within
the public, private and voluntary sectors
2.4 explain the key issues involved in marketing in
a selected virtual organisation
LO3 Understand the 3.1 describe the use of the extended marketing
importance of applying mix in a selected service sector businesses
the extended
3.2 explain how the product/service mix can be
marketing mix in the
used to enhance value for the customer and
service sector
organisation
3.3 explain how difficulties peculiar to the
marketing of services can be overcome with
reference to a particular organisation
3.4 explain the role of IT in services marketing
management in a selected organisation


LO4 Understand the 4.1 explain some of the current issues of ethical
reasons for the and social concern to marketers in a particular
increasing emphasis on industry
ethics and social
4.2 explain the concept of CSR with reference to a
responsibility in
particular organisation
marketing
4.3 evaluate the role played by a selected
pressure group in influencing ethical and social
marketing policies for a selected organisation
4.3 evaluate the role played by published or
broadcast media in influencing ethical and
social marketing policies for a selected
organisation.

Guidance
Links
This unit links with all the other marketing units in the specification.
Learners must have access to a learning resource centre with a wide range of
marketing texts. Texts must be supported by use of journals, company reports
and government statistics. Case studies, videos and documented examples of
organisations and their marketing, auditing and planning techniques must be
used to illustrate the topical nature of this unit. The contemporary nature of
this unit requires the use of current material that can be accessed through
professional institutes publications and websites.

Employer involvement in delivery of this unit would enhance relevance and
currency. Employers could contribute by explaining their customer relationship
management systems and/or by explaining how their marketing is affected by
the contemporary issues covered in this unit. Access to marketing plans or data
would also be useful.

UNIT 42: PROJECT MANAGEMENT FOR BUSINESS
Unit 42: Project Management for

Business

QCF level: 5
Aim
The aim of this unit is to provide the learner with understanding and skills
relating to project management principles, methodologies, tools and techniques
that are used in business.
Unit abstract
Learners will develop an understanding of what constitutes a project and the
role of a project manager. They will develop the skills needed to plan the
activities required to carry out the project, including how to set up a project,
how to control and execute a project, and how to carry out project reviews.
Learners will also understand how the project fits into the business or other
organisational environment. Organisational and human resource factors are
also included.
Learning outcomes
1 Understand project management principles
2 Be able to manage a projects human resources
3 Be able to apply project processes and procedures.

Unit content
1 Understand project management principles
Project management: principles; role of the project manager e.g. management

of change, understanding of project management system elements and their
integration, management of multiple projects; project environment and the
impact of external influences on projects; identification of the major project
phases and why they are required; an understanding of the work in each phase;
the nature of work in the lifecycles of projects in various industries
Success/failure criteria: the need to meet operational, time and cost criteria,
and to define and measure success e.g. develop the project scope, product
breakdown structure (PBS), work breakdown structure (WBS), project execution
strategy and the role of the project team; consideration of investment appraisal
e.g. use of discount cash flow (DCF) and net present value (NPV); benefit
analysis and viability of projects; determine success/failure criteria, preparation
of project definition report, acceptance tests
Project management systems: procedures and processes; knowledge of project
information support (IS) systems; how to integrate human and material
resources to achieve successful projects
Terminating the project: audit trails; punch lists; close-out reports and post-
project appraisals; comparison of project outcome with business objectives
2 Be able to manage a projects human resources
Organisational structure: functional, project and matrix organisational

structures e.g. consideration of cultural and environmental influences;
organisational evolution during the project lifecycle; job descriptions and key
roles e.g. the project sponsor, champion, manager, integrators; other
participants e.g. the project owner, user, supporters, stakeholders
Control and co-ordination: the need for monitoring and control e.g. preparation
of project plans, planning, scheduling and resourcing techniques; use of work
breakdown structure to develop monitoring and control systems; monitoring
performance and progress measurement against established targets and plans;
project reporting; change control procedures
Leadership requirements: stages of team development e.g. Belbins team roles,
motivation and the need for team building; project leadership styles and
attributes; delegation of work and responsibility; techniques for dealing with
conflict; negotiation skills
Human resources and requirements: calculation, specification and optimisation
of human resource requirements; job descriptions

3 Be able to apply project processes and procedures
Project management plans: the why, what, how, when, where and by whom of
project management e.g. contract terms, document distribution schedules,
procurement, establishing the baseline for the project
Project organisation: the product breakdown structure (PBS) and the work
breakdown structure (WBS), project execution strategy and the organisation
breakdown structure (OBS) eg preparation of organisation charts, task
responsibility matrix, statement of work (SOW) for project tasks
Scheduling techniques: relationship between schedules, OBS and WBS, bar
charts, milestone schedules, network techniques, resourcing techniques,
computer-based scheduling and resourcing packages, project progress
measurement and reporting techniques, staff-hours earned value and progress
S curves, critical path analysis and reporting, milestone trending
Cost control: cost breakdown structure e.g. types of project estimate, resources
needed, estimating techniques, estimating accuracy, contingency and
estimation, bid estimates, whole-life cost estimates, sources of information, cost
information sensitivity, computer-based estimating
Techniques: allocation of budgets to packages of work, committed costs, actual
costs, cash flow, contingency management
Performance: cost performance analysis e.g. budgeted cost for work scheduled
(BCWS) budgeted cost for work performed (BCWP); concept of earned value,
actual cost of work performed (ACWP), cost performance indicators
Change control: the need for formal control of changes e.g. impact of changes
on the project, principles of change control and configuration management;
changes to scope, specification, cost or schedule; change reviews and
authorisation, the formation of project teams, project initiation and start-up
procedures


LO1 Understand project 1.1 describe the background and principles of
management principles project management
1.2 appraise the viability of projects, developing
success/failure criteria
1.3 explain the principles behind project
management systems and procedures
1.4 explain the key elements involved in
terminating projects and conducting post-
project appraisals
LO2 Be able to manage a 2.1 identify the most appropriate organisational
projects human structure, roles and responsibilities of
resources participants within a project
2.2 control and co-ordinate a project
2.3 assess project leadership requirements and
qualities
2.4 plan and specify human resources and
requirements for a project
LO3 Be able to apply 3.1 prepare project plans and establish the project
project processes and organisation
procedures
3.2 apply project scheduling, estimating and cost
control techniques
3.3 analyse the methods used to measure project
performance
3.4 explain project change control procedures
evaluate the completed project.

Guidance
Links
This unit could be studied in parallel with, and complement, all the units in the
specification, in particular, Unit 8: Research Project. It also has links to the
Management and Leadership NOS.
Appropriate software packages must be used to demonstrate project control
and reporting techniques. Packages include:
time and cost scheduling packages

documentation and procurement control packages
spreadsheet packages
graphic presentation packages.
Other packages for items such as risk analysis, project accounting and
procurement control must be used to illustrate particular techniques in specific
industries.
Access to real project data in electronic spreadsheet form is also necessary.

UNIT 43: ADMINISTRATIVE SERVICES
Unit 43: Administrative Services

QCF level: 5
Aim
The aim of this unit is to give learners the understanding and skills to develop,
implement, monitor, maintain and improve administrative services.
Unit abstract
The provision of effective administrative services is key to the success and
efficiency of every business, large or small. It is therefore crucial that learners
are aware of the different services, which may be required in a business, and of
how to develop specifications for these. Learners will have experience of
working in an office but this unit will increase their knowledge and allow them
to work at a higher level.
This unit gives the learner the understanding and skills to develop and provide
the administrative services that allow an organisation to function effectively.
Learners need to understand how to develop and design specifications for
administrative services. When these are in place, learners need to show how
they can be implemented and monitored to ensure they are maintained and
improved.
Learning outcomes
1 Understand how the different administrative services operate
2 Be able to review ways for developing specifications for administrative services
3 Understand the skills and knowledge required in the design and implementation
of an administrative service
4 Be able to investigate the procedures necessary for the monitoring of the chosen
administrative service.

Unit content
1 Understand how the different administrative services operate
Differing services: e.g. secretarial, reception or property management, users of

these services in the organisation
Importance of these services: how they affect the operation of the business
Decision makers: levels of management and lines of communication
Legal and regulatory requirements: e.g. relevant current legislation on data
protection, health and safety, equal opportunities
2 Be able to review ways for developing specifications for administrative

services
Consultation: importance of and how to consult effectively to identify

requirements for administrative services
Advice: sources of advice available when developing specifications for
administrative services
Specifications: importance of detailed specifications and their development
Record keeping: need to keep full and accurate records of specifications
Organisational policies, objectives and constraints: what these are and how
they are relevant to developing administrative services
3 Understand the skills and knowledge required in the design and

implementation of an administrative service
Design options: production to meet agreed specifications, consultation with

relevant people, conforming with legal and regulatory requirements and
organisational policies, objectives and constraints
Presentation: putting in a form and style that will help users and decision
makers to understand the strengths and weaknesses
Sufficient information: presentation of final design
Record keeping: reports, letters, emails, minutes of meetings, detailed final
design specification
Implementation: negotiating and agreeing the plans for implementation,
ensuring that those involved in the implementation understand the implications
for their work, minimising disruptions to work output and the working
environment during the implementation
Support: providing support to enable users to use the administrative services
and the systems and procedures that support them correctly e.g. individual and
team, manuals, instructions, help facility

4 Be able to investigate the procedures necessary for the monitoring of

the chosen administrative service
Checking: methods of checking regularly that the administrative services and

the systems and procedures that support them are being used correctly
Corrective action: types and methods of taking action e.g. rewriting manuals,
procedures and instructions, further training
Consultation: methods to encourage users to comment on the effectiveness of
administrative services and the systems and procedures that support them and
to suggest how they could be improved e.g. questionnaires, focus groups,
interviews
Evaluation: collection of valid and reliable information which is sufficient to
evaluate the effectiveness and efficiency of the administrative services e.g.
observations, service agreements, charters, complaints procedures, quality
procedures
Improvements: methods of identifying, decision making on what is within the
limits of your authority and in line with legal and regulatory requirements and
what needs to be recommended to relevant people, means of communication
e.g. meetings with team members, job description, remit, data protection,
health and safety, reporting procedures, verbal or written reports


LO1 Understand how the 1.1 evaluate at least three services and the users
different administrative of these services
services operate
1.2 explain the importance of these services and
their effect on the business
1.3 analyse the decision makers in an organisation
and the lines of communication
1.4 examine the relevant legal and regulatory
requirements
LO2 Be able to review ways 2.1 demonstrate the importance of effective
for developing consultation to identify requirements for
specifications for administrative services
administrative services
2.2 report on the different sources of advice
available when developing specifications
2.3 develop and produce a detailed specification
and follow guidelines on record keeping
2.4 examine the organisations policies objectives
and constraints and their relevance to
developing administrative services
LO3 Understand the skills 3.1 discuss the design options and the
and knowledge consultation process involved to meet agreed
required in the design specifications and the need to meet all legal,
and implementation of regulatory and organisational requirement
an administrative
3.2 assess whether the presentation is in a form
service
and style to help the user to understand the
strengths and weaknesses and includes
sufficient information
3.3 illustrate the methods of recording which are
necessary
3.4 review the implementation plan and the
support put in place


LO4 Be able to investigate 4.1 carry out regular checking that the
the procedures administrative services, systems and
necessary for the procedures are being used correctly taking
monitoring of the appropriate corrective action if necessary
chosen administrative
4.2 encourage the users of the service to comment
service
on the effectiveness of the service and the
systems and procedures
4.3 evaluate the effectiveness and efficiency of the
administrative service
4.4 recommend any identified improvements.

Guidance
Links
Leadership.
supply of relevant information across a range of administrative services and
sectors.


UNIT 44: BUSINESS PSYCHOLOGY
Unit 44: Business Psychology

QCF level: 5
Aim
The aim of this unit is to develop an understanding of the contribution that
psychology makes to the investigation of human behaviour in the workplace
and how it is used in key aspects of management.
Unit abstract
This unit builds on some of the psychological aspects of Unit 3: Organisations
and Behaviour. Firstly, learners will explore the major theoretical approaches to
the study of human behaviour and how this body of knowledge has been
developed through the use of psychological enquiries.
Learners will then study the different types of individual differences and how
the tools are used in the workplace to assist in selecting and developing staff.
Learners will explore the impact of change on individuals in the workplace and
how change can be managed to reduce negative impact on the organisation
and the staff.
The remaining topic is a study of organisational culture and climate and the
impact of both on individual and organisational performance.
Overall the unit seeks to combine theoretical study with the application of
learning to business organisations.
Learning outcomes
1 Understand the different perspectives in occupational psychology
2 Understand the role of psychology in the assessment of individual differences in
the workplace
3 Be able to apply knowledge of impact of change in business
4 Understand the impact of culture and climate on performance.

Unit content
1 Understand the different perspectives in occupational psychology
Major theoretical approaches in the study of human behaviour: behaviourist,

cognitive, humanistic; their application in the development of occupational
psychology
The contribution of other disciplines: e.g. sociology and of developments in
social psychology is also recognised
Methods used in psychological enquiry: key terms: theory, hypothesis, scientific
methods, surveys and interviews, participant observation, role play and
simulation, methods to be considered with reference to validity and control
2 Understand the role of psychology in the assessment of individual

differences in the workplace
Application of assessment of individual differences: specifically to understanding

of learning, memory, attitudes, personality and ability testing
Use of psychometric testing in assessment and selection: reliability and validity
of psychometric instruments
Emotional intelligence in assessment and development of staff: reliability and
validity, use of tools
3 Be able to apply knowledge of impact of change in business
Impact of organisational change on individuals: reactions of individuals to

change, process model e.g. John Fisher or Kubler Ross, reasons for individual
resistance to change, individual variations in responses to change
Methods of managing change: e.g. unfreezing, moving, refreezing (Lewin),
resistance to change, actions to overcome resistance, methods of managing
change
Attitudes: importance of attitudes amongst employees, customers and other
stakeholders, attitude formation, attitude change
4 Understand the impact of culture and climate on performance
Culture: culture as shared values, practices and customs, definition of

organisational culture, culture at ascending levels, sub-cultures, professional
cultures, organisational culture, industry culture, national culture, models of
culture e.g. Trompenaars Implicit-Explicit factors, Scheins three levels
Organisational culture: models of organisational culture, e.g. Handys power,
role, person and task cultures, Johnson and Scholes cultural web, impact of
organisational culture on behaviour, culture change programmes

Climate: how climate is defined, difference between culture and climate, key
aspects of organisational climate e.g. flexibility, responsibility, standards,
rewards, clarity, team commitment, impact of management practices on
climate, characteristics of a healthy climate, impact of climate on efficiency and
effectiveness, methods of improving climate


LO1 Understand the 1.1 describe the major theoretical approaches
different perspectives
1.2 assess the contribution of a scientific approach
in occupational
to investigating workplace behaviour
psychology
1.3 assess strengths and limitations of quantitative
and qualitative approaches to understanding
workplace behaviour
LO2 Understand the role of 2.1 describe the type of individual differences
psychology in the which have been the subject of assessment
assessment of
2.2 assess the usefulness of psychometric
individual differences in
instruments with particular reference to
the workplace
reliability and validity
2.3 make justified recommendations for the use of
two types of measures of individual differences
in making business decisions
LO3 Be able to apply 3.1 use theory to explain human reactions to
knowledge of impact of change
change in business
3.2 make justified recommendations for
implementing change in a selected
organisation
3.3 make justified recommendations for achieving
attitude change amongst a group of
stakeholders in a selected organisation
LO4 Understand the impact 4.1 explain how culture influences performance in
of culture and climate a selected organisation
on performance
4.2 evaluate the climate for a selected work group
4.3 make justified recommendations for improving
performance for a selected work group.

Guidance
Links
This unit develops some aspects of Unit 3: Organisations and Behaviour further
and there are also links with the units in the management pathway.

Contact with an occupational psychologist or with a specialist in any of the
areas covered by the learning outcomes.

UNIT 45: BUSINESS ETHICS
Unit 45: Business Ethics

QCF level: 5
Aim
The aim of this unit is to introduce learners to the concept of business ethics
and to examine its relevance when considering business objectives and
responsibilities.
Unit abstract
Most businesses today are concerned about the impact of their activities on the
business environment. Ethical concerns and greater consumer awareness have
resulted in many businesses promoting their social values to ensure competitive
advantage. Business ethics embraces corporate social responsibility and ethics
relating to accounting practices, marketing, human resource management, and
production.
In this unit learners will examine the theoretical roots to the background and
growth of business ethics. They will look at the different types of ethical issues
a business needs to consider and how the development of ethical values
impacts on business behaviour. It is important for learners to appreciate how
taking an ethical stance affects businesses both internally and externally,
including the effects on stakeholders. Learners will explore the social
implications of business ethics for a wide range of business activities that affect
the organisation itself and the external environment. This will include the
ethical stance behind topical issues such as whistle blowing, employment
practices, advertising to children, environmental awareness and using new
technologies such as genetic modification of food.
Learners will also examine how an individuals ethical stance impacts on the
moral relationship between employer and employee, as well as considering the
contractual responsibilities of both parties. This unit will give learners the
opportunity to research how a business responds to ethical concerns and assess
the extent to which its activities affect its behaviour, whilst ensuring business
objectives are met.

Learning outcomes
1 Understand different ethical perspectives in business
2 Understand business objectives from an ethical perspective
3 Understand ethics in workplace relationships
4 Be able to assess a current ethical issue in a business.

Unit content
1 Understand different ethical perspectives in business
Ethical perspectives: deontological and teleological ethical theory; developments

from these early approaches e.g. utilitarianism and other consequential
approaches; early contributions of Kant and Mill; absolute and relative ethics;
Institute of Business Ethics
Operational activities: definitions of business ethics; ethical activities; values of
businesses; professional ethics
Ethical issues: corporate governance; corporate social responsibility;
environment; sustainability; human rights; corruption; trading fairly; legal and
regulatory compliance; business practices; working conditions; individual ethical
responsibilities
2 Understand business objectives from an ethical perspective
Objectives: corporate governance; corporate social responsibility; environment;

sustainability; human rights; corruption; trading fairly; legal and regulatory
compliance; business practices; communicating ethical code
Stakeholders: stakeholders (owners, employees, customers, suppliers,
competitors, citizens); conflicts of interest between stakeholder groups e.g.
shareholders versus environmentalists
Implications: adapting business behaviour; responding to ethical pressures;
implementing ethical practices; influence of stakeholders and pressure groups;
impact on competitiveness; reputation; public image; ethical trade; value-
added; complying with relevant legislation and codes of practice e.g. UK law, EU
law; UN Declaration on Human Rights; UN Global Compact; economic activity
e.g. location
3 Understand ethics in workplace relationships
Working relationships: contractual responsibilities; moral obligations in

employer/employee relationships; whistleblowing; the psychological contract;
good practice in equal opportunities employment; organisational integrity;
working conditions; individual ethical responsibilities; individual ethical
behaviour

4 Be able to assess a current ethical issue in a business
Issues: corporate social responsibility; globalisation; cultural imperialism;

ecology; environment; fair trade; corruption; animal testing; child labour;
carbon footprint; sources of timber; outsourcing; personal attitudes; whistle
blowing; contribution of business to the community; ethics in sales and
marketing e.g. spamming, shills, product placement, green washing; ethics in
intellectual property e.g. software piracy, counterfeiting, peer-to-peer file
sharing
Implications: global e.g. environment; corporate e.g. legal and regulatory
compliance, policies and practices; individual (employee, consumer)


LO1 Understand different 1.1 explain the background and development of
ethical perspectives in theoretical ethical approaches
business
1.2 compare and contrast absolute and relative
ethics
1.3 explain the ethical issues which can affect the
operational activities of a business
LO2 Understand business 2.1 explain how business objectives are affected
objectives from an by ethical considerations
ethical perspective
2.2 evaluate the implications for a business and its
stakeholders to operate ethically
LO3 Understand ethics in 3.1 assess the role of the company acting as moral
workplace relationships agent
3.2 analyse the development of mechanisms for
achieving employee involvement and
empowerment
LO4 Be able to assess a 4.1 research a current ethical issue affecting a
current ethical issue in selected business
a business
4.2 report on how the business could improve the
ethics of their operations whilst meeting
objectives and ensuring good
employer/employee relationships
4.3 design a suitable ethical code.

Guidance
Links
There are links between this unit and the management units within this
specification.
The unit also links with the National Occupational Standards in Management
and Leadership.
For this unit learners must select an organisation and research its approach to
ethical issues. They will require access to websites, newspaper articles and
journals in order to conduct their research. Topical case studies will be needed
to facilitate group work and discussions.

Centres should develop links with organisations such as local businesses,
pressure groups and charities that can provide guest speakers to talk on
various aspects of business ethics. The centre as an organisation can be a
valuable resource both for guest speakers and as a vehicle for topical case
studies related to ethical issues. Learners may be able to access information
from their part-time jobs related to the organisations ethical policies.

UNIT 46: CORPORATE ENVIRONMENTAL AND SOCIAL MANAGEMENT
Unit 46: Corporate Environmental and

Social Management

QCF level: 5
Aim
In this unit learners will find that businesses have to do more than make a
profit for their owners. They will develop an understanding of sustainable
development including the triple bottom line of balancing economic, social and
environmental issues and the effects this has on business management.
Unit abstract
Businesses are increasingly realising that they need to go beyond, within the
law, performance of their main functions. This realisation has been given
impetus by increased worldwide emphasis on sustainable development.
This unit, after exploring the interactions between human activity and the
environment and the development of concepts of sustainable development,
allows learners to develop an understanding of the advantages of a proactive
response to social and environmental issues and how this can be managed
effectively within the organisation.
Learning outcomes
1 Know the development of global, European and national policies relating to
sustainability
2 Understand the commercial case for considering social and environmental
matters in business management
3 Understand that it may be necessary to reconcile the sometimes conflicting
expectations of stakeholders with respect to social and environmental issues
4 Understand how businesses can manage their environmental and social
performance.

Unit content
1 Know the development of global, European and national policies

relating to sustainability
Human impacts on the environment: population, resource depletion, pollution,

inequalities
Global policies: Montreal Protocol, Brundland report, definitions of sustainable
development including Triple Bottom Line, Rio Earth Summit agreements,
climate change agreements, UN Environment Programme, Millennium
Development Objectives, fair trade
European policies: evolution of the EU from its original trading block status, EU
Environmental Action Programmes, EU Social Agenda, conflicts between
economic and environmental/social policies
National policies: This Common Inheritance and 1994 Sustainable Development
Strategy, initial Labour Government approach, principles within Securing the
Future
2 Understand the commercial case for considering social and

environmental matters in business management
Marketing: presenting a positive image to stakeholders such customers,

investors and the wider community; increased loyalty and customer retention
Cost savings: identification of opportunities for waste reduction, energy savings,
more efficient processes, reduced insurance premiums, less chance of fines for
environmental offences, ability to sell carbon credits
Compliance with legislation: nature of environmental law, regulators, concepts
in environmental regulation, enforcement policy, examples of environmental law
Being ahead of the field: having systems in place before they become a legal
requirement, opportunity to market expertise gained
3 Understand that it may be necessary to reconcile the sometimes

conflicting expectations of stakeholders with respect to social and
environmental issues
Customers: are they really prepared to pay extra for dealing with a socially
responsible supplier?
Shareholders: role of ethical investment, to what extent are investors prepared
to sacrifice short-term dividends for long-term business improvements?
Pressure groups: their power as an enemy of business, working with them
(sponsorship, promotions, etc)

4 Understand how businesses can manage their environmental and social

performance
Peer guidance: initiatives including Business Charter for Sustainable

Development and Centre for Tomorrows Company
Degree of commitment: management involvement, policy setting, formal and
informal management systems
Environmental management: ISO14001, EMAS, their essential components and
integration with wider management systems, waste and energy management
Environmental Life Cycle Assessment and Environmental Labelling: ISO14020
and ISO14040 series, EU ECO labelling scheme


LO1 Know the development 1.1 outline the background to changing attitudes
of global, European of the public, politicians and business to the
and national policies environment since the Second World War
relating to
1.2 state the Brundland definition of sustainable
sustainability
development
1.3 outline the evolving international and UK
policies to sustainable development since the
Earth Summit of 1992
1.4 describe the triple bottom line approach to
sustainable development
LO2 Understand the 2.1 discuss the role that stakeholders have in
commercial case for persuading business to adopt policies that
considering social and consider social and environmental matters
environmental matters
2.2 explain that there may be cost savings as a
in business
result of adopting an environmentally aware
management
approach
2.3 illustrate with an example the advantage to a
business of considering its environmental or
social effects
LO3 Understand that it may 3.1 discuss the conflict arising from customers
be necessary to who say that they are concerned about the
reconcile the environmental or social aspects of a product or
sometimes conflicting service they are purchasing, but are not
expectations of prepared to pay a premium
stakeholders with
3.2 discuss whether shareholders are prepared to
respect to social and
sacrifice short term dividends for developing
environmental issues
products or services that have longer-term
beneficial social or environmental advantages
3.3 discuss the extent to which it is possible to
collaborate with pressure groups that seek to
change the approach of the business to social
and environmental matters


LO4 Understand how 4.1 evaluate sources of guidance available to help
businesses can businesses improve their social and
manage their environmental performance
environmental and
4.2 review appropriate strategies for management
social performance
of environmental performance in businesses of
different type
4.3 discuss approaches to environmental life cycle
assessment and the use of the results in
product labelling.

Guidance
Links
The unit has links with Unit 41: Contemporary Issues in Marketing Management
and Unit 45: Business Ethics.

Centres can develop links with local employers. In the context of this unit, it is
suggested that contact is established with organisations that have a policy on
corporate social responsibility or that have introduced an environmental
management policy.

UNIT 47: EMPLOYABILITY SKILLS
Unit 47: Employability Skills

QCF level: 5
Aim
This unit provides learners with the opportunity to acquire honed employability
skills required for effective employment.
Unit abstract
All learners at all levels of education and experience require honed
employability skills as a prerequisite to entering the job market. This unit gives
learners an opportunity to assess and develop an understanding of their own
responsibilities and performance in, or when entering, the workplace.
It considers the skills required for general employment, such as interpersonal

and transferable skills, and the dynamics of working with others in teams or
groups including leadership and communication skills.
It also deals with the everyday working requirement of problem solving which
includes the identification or specification of the problem, strategies for its
solution and then evaluation of the results through reflective practices.
Learning outcomes
1 Be able to determine own responsibilities and performance
2 Be able to develop interpersonal and transferable skills
3 Understand the dynamics of working with others
4 Be able to develop strategies for problem solving.

Unit content
1 Be able to determine own responsibilities and performance
Own responsibilities: personal responsibility; direct and indirect relationships

and adaptability, decision-making processes and skills; ability to learn and
develop within the work role; employment legislation, ethics, employment rights
and responsibilities
Performance objectives: setting and monitoring performance objectives
Individual appraisal systems: uses of performance appraisals e.g. salary levels
and bonus payments, promotion strengths and weaknesses, training needs;
communication; appraisal criteria e.g. production data, personnel data,
judgemental data; rating methods e.g. ranking, paired comparison, checklist,
management by objectives
Motivation and performance: application and appraisal of motivational theories
and techniques, rewards and incentives, managers role, self-motivational
factors
2 Be able to develop interpersonal and transferable skills
Effective communication: verbal and non-verbal awareness and use of body

language, openness and responsiveness, formal and informal feedback to and
from colleagues; ICT as an effective communication medium; team meetings
Interpersonal skills: personal effectiveness; working with others; use of
initiative; negotiating skills; assertiveness skills; social skills
Time management: prioritising workload; setting work objectives; making and
keeping appointments; working steadily rather than erratically; time for
learning; reliable estimate of task time
Problem solving: problem analysis; researching changes in the workplace;
generating solutions; choosing a solution
3 Understand the dynamics of working with others
Working with others: nature and dynamics of team and group work; informal
and formal settings, purpose of teams and groups e.g. long-term corporate
objectives/strategy; problem solving and short-term development projects;
flexibility/adaptability; team player
Teams and team building: selecting team members e.g. specialist roles, skill
and style/approach mixes; identification of team/work group roles; stages in
team development e.g. team building, identity, loyalty, commitment to shared
beliefs, team health evaluation; action planning; monitoring and feedback;
coaching skills; ethics; effective leadership skills, e.g. setting direction, setting
standards, motivating, innovative, responsive, effective communicator,
reliability, consistency

4 Be able to develop strategies for problem solving
Specification of the problem: definition of the problem; analysis and clarification

Identification of possible outcomes: identification and assessment of various
alternative outcomes
Tools and methods: problem-solving methods and tools
Plan and implement: sources of information; solution methodologies; selection
and implementation of the best corrective action e.g. timescale, stages,
resources, critical path analysis
Evaluation: evaluation of whether the problem was solved or not; measurement
of solution against specification and desired outcomes; sustainability


LO1 Be able to determine 1.1 develop a set of own responsibilities and
own responsibilities performance objectives
and performance
1.2 evaluate own effectiveness against defined
objectives
1.3 make recommendations for improvement
1.4 review how motivational techniques can be
used to improve quality of performance
LO2 Be able to develop 2.1 develop solutions to work based problems
interpersonal and
2.2 communicate in a variety of styles and
transferable skills
appropriate manner at various levels
2.3 identify effective time-management strategies
LO3 Understand the 3.1 explain the roles people play in a team and how
dynamics of working they can work together to achieve shared goals
with others
3.2 analyse team dynamics
3.3 suggest alternative ways to complete tasks and
achieve team goals
LO4 Be able to develop 4.1 evaluate tools and methods for developing
strategies for problem solutions to problems
solving
4.2 develop an appropriate strategy for resolving a
particular problem
4.3 evaluate the potential impact on the business of
implementing the strategy.

Guidance
Links
This unit links with the Personal and Professional Development, the Work-Based
Experience and Research Project units. It also links with the following Asset
Skills cross-sectoral Employability Matrix:
B2.4: Plan and manage time, money and other resources to achieve goals
B3.3: Find and suggest new ways to achieve goals and get the job done and
achieve goals
B4.5: Plan for and achieve your learning goals
C1.1: Understand the roles people play in a group and how you can best work
with them
C1.7: Lead or support and motivate a team to achieve high standards
C2.6: Find new and creative ways to solve a problem.
Access to a range of work-related exemplars (for example, appraisal and
development systems, team health checks, job descriptions, action plans,
communication strategies) will help in delivering this unit. Case studies based
on relevant sectors, workshops, career talks or work-based mentors will also be
useful in the teaching and learning aspect of the unit.
Learners should generate assessment evidence through a range of possible

activities including individual work placements, project management, research
reports, development of case studies, working with others (for example
employee-supervisor roles, teamwork, group work) and everyday
communication within the workplace.

UNIT 48: PROJECT DESIGN IMPLEMENTATION AND EVALUATION
Unit 48: Project Design Implementation

and Evaluation

QCF level: 5
Aim
To develop learners skills of independent enquiry by undertaking a sustained
investigation of direct relevance to their vocational, academic and professional
development.
Unit abstract
This unit provides opportunities to develop skills in decision making, problem
solving and communication integrated with the skills and knowledge developed
in many of the other units within the programme to complete a realistic project.
It requires the learner to select, plan, implement and evaluate a project and
finally present the outcomes, in terms of the process and the product of the
project. It also allows learners to develop the ability to work individually and/or
with others, within a defined timescale and given constraints, to produce an
acceptable and viable solution to an agreed brief.
If this is a group project, each member of the team must be clear about their
responsibilities at the start of the project and supervisors must ensure that
everyone is accountable for each aspect of the work and makes a contribution
to the end result.
Learners must work under the supervision of programme tutors or work-based

managers.
Learning outcomes
1 Be able to formulate a project
2 Be able to implement the project within agreed procedures and to specification
3 Be able to evaluate the project outcomes
4 Be able to present the project outcomes.

Unit content
1 Be able to formulate a project
Project selection: researching and reviewing areas of interest; literature review;

methods of evaluating feasibility of projects, initial critical analysis of the outline
specification, selection of project option, initiating a project logbook/diary,
estimating costs and resource implications, identifying goals and limitations;
value of project, rationale for selection, agree roles and allocate responsibilities
(individually with tutor/supervisor and within project group if appropriate)
Project specifications: developing and structuring a list of requirements relevant
to project specifications e.g. costs, timescales, scale of operation, standards,
legislation, ethics, sustainability, quality, fitness-for-purpose, business data,
resource implications
Procedures: planning and monitoring methods; operating methods; lines of
communication; risk analysis; structure of groups and collaborative working e.g.
learner groups or roles and responsibilities within a work-based project; targets
and aims
Project plan: production of a plan for the project including timescales,
deliverables, milestones, quality assurance systems and quality plans;
monitoring progress
2 Be able to implement the project within agreed procedures and to

specification
Implement: proper use of resources, working within agreed time scale, use of
appropriate techniques for generating solutions, monitoring development
against the agreed project plan, maintaining and adapting project plan where
appropriate
Record: systematic recording of relevant outcomes of all aspects and stages of
the project to agreed standards
3 Be able to evaluate the project outcomes
Evaluation techniques: detailed analysis of results, conclusions and

recommendations; critical analysis against the project specification and planned
procedures; use of appropriate evaluation techniques; application of project
evaluation and review techniques (PERT); opportunities for further studies and
developments
Interpretation: use of appropriate techniques to justify project progress and
outcomes in terms of the original agreed project specification
Further consideration: significance of project; application of project results;
implications; limitations of the project; improvements; recommendations for

4 Be able to present the project outcomes
Record of procedures and results: relevant documentation of all aspects and

stages of the project
Format: professional delivery format appropriate to the audience; appropriate
media


LO1 Be able to formulate a 1.1 formulate and record possible outline project
project specifications
1.2 identify the factors that contribute to the
process of project selection
1.3 produce a specification for the agreed project
1.4 produce an appropriate project plan for the
agreed project
LO2 Be able to implement 2.1 match resources efficiently to the project
the project within
2.2 undertake the proposed project in accordance
agreed procedures and
with the agreed specification
to specification
2.3 organise, analyse and interpret relevant
outcomes
LO3 Be able to evaluate the 3.1 use appropriate project evaluation techniques
project outcomes
3.2 interpret and analyse the results in terms of
the original project specification
3.3 make recommendations and justify areas for
LO4 Be able to present the 4.1 produce a record of all project procedures
project outcomes used
4.2 use an agreed format and appropriate media
to present the outcomes of the project to an
audience.

Guidance
Links
This unit is suitable for use in all sectors and should utilise the full range of
skills developed through study of other units in the programme. These include
planning, practical work, data handling and processing, analysis and
presentation skills. The knowledge applied may link to one particular unit or to
a number of other units.
The required resources will vary significantly with the nature of the project. The
identification of the equipment and materials required, and their availability, is
a vital part of the planning phase. Learners should therefore have access to a
wide variety of physical resources and data sources relevant to the project.
Tutors should ensure that learners do not embark on work that cannot succeed
because of lack of access to the required resources.

Centres must establish relationships with appropriate organisations in order to
bring realism and relevance to the project.

UNIT 49: WORK-BASED EXPERIENCE
Unit 49: Work-based Experience

QCF level: 5
Aim
This unit aims to enable learners to experience the scope and depth of learning
which may take place in a work-based context by planning, monitoring and
evaluating the work experience.
Unit abstract
A significant amount of learning can be achieved by carrying out practical
activities in a workplace. Learning may be enhanced by taking a more formal
approach to work-based activities by planning, carrying out the activities and
reflecting on the benefits of the activities to the business and to the learner.
This unit is designed to allow flexibility of study for part-time and full-time
learners. It is expected that learners will be supervised in the workplace in
addition to the supervision provided by their academic supervisor.
Learners will have the opportunity, supported by their supervisors, to negotiate

and perform activities which will allow them to fulfil the assessment criteria for
this unit. They will recognise the scope of what they have achieved by recording
evidence from carrying out the activities. They will also gain maximum benefit
by reflection on and evaluation of the work they undertake.
Learning outcomes
1 Be able to negotiate industry experience
2 Understand the specific requirements of the placement
3 Be able to undertake work experience as identified
4 Be able to monitor and evaluate own performance and learning.

Unit content
1 Be able to negotiate industry experience
Suitable organisation and location: types of establishments for placement e.g.

industry-related work for a client brief at college, existing work environment,
different departments within current employers business
Negotiation: methods of contacting organisations; methods of undertaking
negotiations
Nature of duties: type of undertaking e.g. routine duties and tasks, project
work, development of new procedures/protocol
Supervisors: roles and responsibilities of academic and industrial mentors
Expectations of learning: aims e.g. proficiency in new tasks and procedures,
time-management and problem solving skills, reflection, discuss progress with
others, teamwork
Business constraints: consideration of possible limitations e.g. need to be fully
trained, adherence to quality systems, health and safety considerations,
supervision time, workload, customer satisfaction, limited staffing, cost of
materials
2 Understand the specific requirements of the placement
Tasks: details of activities e.g. specific hourly, daily, weekly routine and non-
routine tasks; breakdown of a project into stages; new procedures/protocol
Prioritise: reasons for rationalisation of the order of tasks; methods of
prioritising work
Plan for the work experience: methods used to develop detailed plan with
schedule of tasks, proposed dates for reviews, expected input from supervisors
Benefits to organisation and learner: advantages to business e.g. allowing more
routine tasks to be carried out, allowing procedures/techniques to be developed,
increasing responsiveness, identifying cost saving measures; advantages to
learner e.g. understanding how a business operates, understanding importance
of teamwork, learning new techniques, development of problem-solving and
time-management skills
3 Be able to undertake work experience as identified
Carry out the planned activities: realisation e.g. carrying out tasks and project
work according to relevant legislation, training and codes of practice; developing
new procedures or protocol
Record activities in the appropriate manner: systematic and appropriate
recording of relevant activities e.g. logbook, diary, portfolio, spreadsheets, data
bases; list of resources
Revise the initial plan as required: methods used to review activities at the
appropriate time to see if they meet requirements, make alterations as needed

4 Be able to monitor and evaluate own performance and learning
Evaluation of the quality of the work undertaken: meeting industry standards

and evaluating own performance against original proposal; comments/testimony
from supervisors
Account of learning during the work experience: details of experience gained
e.g. new procedures, interpersonal skills, time management, problem solving,
teamwork; details of evidence e.g. portfolio of evidence, scientific report,
management report
Recommendations on how the learning experience could have been enhanced:
alternative ideas e.g. different location, different brief, different time period,
more/less support, better time management, better preparation


LO1 Be able to negotiate 1.1 research and evaluate suitable organisations
industry experience that could provide industry experience
1.2 negotiate with work and academic supervisors
a proposal for the work experience
1.3 recognise the business constraints on the work
experience offered
LO2 Understand the specific 2.1 agree and prioritise the tasks and
requirements of the responsibilities involved in the work experience
placement
2.2 produce a plan for the work experience
2.3 analyse the benefits of the proposed activities
to the business and the learner
LO3 Be able to undertake 3.1 fulfil specified requirements of placement
work experience as conforming to all related codes of practice
identified
3.2 produce systematic records of work
undertaken
3.3 revise the initial plan as required
3.4 make suggestions for improvement and review
these with appropriate supervisor
LO4 Be able to monitor and 4.1 monitor progress against original proposal
evaluate own
4.2 evaluate the quality of own performance
performance and
learning 4.3 analyse the learning which has taken place
during the work experience using suitable
reflections
4.4 make recommendations on how the
experience could have been enhanced.

Guidance
Links
This unit has possible links with all units in the programme, especially the
Personal and Professional Development and Employability Skills units.
This unit has links to the Management and Leadership NOS.
Given the work-based nature of this unit, the majority of resources will be
those available to the learner in the workplace. The work will normally be
planned to be achievable within the resource constraints of the employer.
Therefore knowledge of company structures and daily routines and expectations
are essential. Learners should also have access to a wide range of research
facilities including careers library and/or careers services.
Tutor support and guidance are essential. Learners should remain in touch with
tutors during the work experience email is often the best way but some
colleges may have access to a virtual learning environment where learners can
share information and experiences with each other and the tutor.

UNIT 50: MANAGEMENT ACCOUNTING
Unit 50: Management Accounting

QCF level: 5
Credit value: 15
Aim
The aim of this unit is to provide learners with an understanding and ability to
use cost and budgeted information to support the management decision
process within an organisation.
Unit abstract
In this unit learners will study how cost data is collected, analysed and
processed in to information to support the management decision making
process. Learners will also consider different costing and budgeting systems
and budgetary planning and control. Learners will look at how to prepare
budgets and then compare budgeted figures to actual business results. Once
variances have been identified, learners will recommend corrective action to be
taken.
Learners will explore, assess and decide upon alternative cost and volume
proposals in order to identify maximum profit level.
Learning outcomes
1 Understand the budgeting process
2 Understand how to use cost information to improve business performance
3 Be able to prepare budgets for a business
5 Be able to carry out cost-volume-profit analysis for a business

Unit content
1 Understand the budgeting process
Purpose of the budgeting process: benefits of budgeting

Nature of the budgeting process: links with organisational objectives and
strategy; the budget manual; budgets as planning, coordinating, motivation and
control devices; behavioural consequences of budgets; padding the budget;
spending to budget; creative budgets.
2 Understand how to use cost information to improve business

performance
Different types of costs and classification: materials; labour; overheads;

direct costs; indirect costs; fixed, variable and semi-variable costs.
Costing methods: methods e.g. marginal costing, absorption costing, job
costing, batch costing, process costing, contract costing, service costing
Calculation of costs: techniques e.g. absorption costing, marginal costing,
overhead absorption, activity based costing, stock valuation methods
Analysis of cost data: data collection for analysis and presentation;
preparation of contribution per unit statements; analysis of different scenarios
e.g. make or buy-in products for sale, special orders with a fixed buying price
Cost assessment to maximise profitability: assessment of how to maximise
profit against limiting factors such as restricted output, labour hours
3 Be able to prepare budgets for a business
Budgeting methods: incremental, zero based; fixed; flexible

Budget preparation: limiting key factors; master, subsidiary and functional
budgets; preparation of sales budget; debtors budget; creditors budget,
production cost, raw materials and finished goods budgets
Cash budget: composing a cash budget from subsidiary budgets (Receipts and
Payments);handling cash deficits through revised payment and receipt
arrangements.
Variances: types; analysis; calculation; possible causes e.g. variances in

materials used, materials purchased, price of materials, amount of labour used,
payment of labour, efficiency of labour
Corrective action: relevant to business, to the context
Operating statement: identification of favourable or adverse variances against
budget leading to the compilation of a Cost Reconciliation Statement
Reporting findings: identification of favourable or adverse variance from
planned expenditure

5 Be able to carry out cost-volume-profit analysis for a business
Alternative cost and volume proposals: higher costs; lower costs; higher
sales volume; lower sales volume
Break-even analysis: calculation of break-even point; margin of safety; target
profit setting; use of graphs; use of break-even formula
Recommending action to improve financial performance: actions to
improve profitability e.g. raise price, lower costs


LO1 Understand the 1.1 Explain the purpose of the budgeting process
budgeting process
1.2 Explain the nature of the budgeting process
LO2 Understand how to use 2.1 Classify different types of cost behaviour in
cost information to relation to output.
improve business
2.2 Evaluate alternative methods of costing when
performance
preparing a profit statement.
2.3 Calculate costs using a justified choice of
technique
2.4 Analyse cost data using appropriate techniques
2.5 Assess costs to maximise profitability
LO3 Be able to prepare 3.1 Select appropriate budgeting methods for the
budgets for a business needs of a selected business
3.2 Prepare budgets for the selected business
according to the chosen budgeting method
3.3 Prepare a cash budget for the selected
business
3.4 Assess any changes which should be made to
the budget in order to smooth out cash flow
variances.
LO4 Be able to monitor 4.1 Calculate variances for a selected business
performance against
4.2 Analyse possible causes of any variances
budgets within a
business 4.3 Recommend corrective action for identified
variances
4.4 Prepare an operating statement reconciling
budgeted and actual results
4.5 Report findings to management in accordance
with identified responsibility centres
LO5 Be able to carry out 5.1 Analyse the effect of alternative cost and
cost-volume-profit volume proposals on profit levels using break-
analysis for a business even analysis
5.2 Recommend justified appropriate action to
improve the financial performance of a
business

Guidance
Links
This unit links with the following units within the specification, Unit 2: Managing
Financial Resources and Decisions and Unit 6: Business Decision Making.
This unit is a barred combination with the level 4 units - Unit 9:

Management Accounting: Costing and Budgeting and Unit 10: Financial
Accounting and Reporting.

Centres should develop links with local businesses. Many business and

UNIT 51: INTERNATIONAL MARKETING
Unit 51: International Marketing

QCF level: 4
Credit value: 15
Aim
The aim of this unit is to provide learners with the knowledge and skills
required to plan, implement and control international marketing campaigns.
Unit abstract
This Unit develops learners understanding of marketing in an international
context. Learners will explore methods used for identifying foreign markets
beyond domestic and EU borders and the importance of identifying and
choosing appropriate distribution channels for foreign market entry.
Learners will also consider the process of international marketing planning and
apply this to a specific product range.
Finally, learners will investigate the practical and ethical aspects of international
marketing decision making.
Learning outcomes
1 Understand the concept of international marketing for potential foreign markets
2 Understand how to make export channel and distribution decisions

3 Be able to present a marketing plan for a foreign market
4 Understand control methods for international marketing.

Unit content
1 Understand the concept of international marketing for potential foreign

markets.
Changing perspectives from domestic to foreign markets: the world trade

scene; free market forces and trading relationships; stages of moving to
exporting; the C factors (countries, currency, competitors); the PEST factors
(political, economic, social, technological); free trade initiatives
Understanding international customers: international marketing research;
cultural aspects of international marketing; market research agency selection
and briefing: using marketing research to identify foreign target markets
2 Understand how to make export channel and distribution decisions.
International distribution decisions: alternative market entry and development

channels; functions of middlemen; importance of channel decision making;
selection criteria for market entry channels
Indirect exporting: export merchants; confirming houses; manufacturers export
agents; the specialist export manager; international trading companies; UK
buying offices; piggy-back exporting
Direct exporting: selling direct to foreign customers; foreign international
trading companies; agencies; distributors; stockists; branch offices; marketing
subsidiary abroad
Joint ventures: licensing; franchising; contract manufacturing; management
contracts
Manufacture abroad: the investment decision; the location decision; assembly
operations; joint manufacturing and marketing decisions
3 Be able to present a marketing plan for a foreign market
Communicating to foreign target markets: advertising media; internet portals;

corporate image; public relations; personal selling; trade fairs and exhibitions;
international promotional campaign decisions; using digital media technology
International marketing planning: the international marketing mix; budgetary
considerations; factors effecting the implementation of international marketing
plans; product and pricing decisions; SMART international marketing objectives
Ethical and legal issues: counterfeiting; international copyrights; passing off;
fair trade foundation; consumer groups; ethical market entry decisions;
counter-corruption and bribery policies; environmental auditing

4 Understand control methods for international marketing.
Monitoring and control of international marketing: budgetary considerations;

key performance indicators; factors affecting the implementation of marketing
plans; overcoming barriers to implementation of the plan
International marketing planning management: key personnel and how to
support and retain them; networking; communicating with personnel;
monitoring SMART international marketing objectives


LO1 Understand the 1.1 Explain why firms develop international
concept of international marketing.
marketing for potential
1.2 Analyse a foreign market in terms of PEST
foreign markets.
1.3 Evaluate international marketing research
techniques as part of a product launch.
1.4 Evaluate a foreign target market for identified
products
LO2 Understand how to 2.1 Explain how channels evolve in distributing
make export channel identified products to an export market.
and distribution
2.2 Describe reliable export channels for products.
decisions.
2.3 Evaluate export distribution channels
2.4 Analyse how foreign manufacturing and
investment decisions are made.
LO3 Be able to present a 3.1 Produce international marketing objectives
marketing plan for a
3.2 Create plans to enter identified foreign
foreign market.
markets
3.3 Identify the international marketing mix in
planning for the international market
3.4 Review relevant ethical and environmental
issues in international marketing.
LO4 Understand control 4.1 Explain why international marketing planning
methods for should be monitored
international
4.2 Analyse ways of controlling export channels
marketing.
4.3 Describe barriers to international marketing
4.4 Evaluate methods of communication with key
international marketing personnel.

Guidance
Links
This unit forms a direct link with the other marketing units in the programme
including Unit 51: Exporting and Importing Documentation and Procedures. The
unit is also linked with Unit 4: Marketing Principles, Unit 18: Advertising and
Promotion in Business, Unit 8: Research Project, Unit 49: Work Based
Experience.
Essential Requirements
For this Unit learners require access to the internet and eBooks. The Unit
involves linking international marketing theory to real and simulated examples
from these resources.
Access to the Chartered Institute of Marketings Information and Library Service

provides information on host and overseas markets.
For this unit learners will require access to INTRASTAT.

The Centre has developed links with a foreign university, foreign businesses
and also with regional employers involved in international trade. Many of these
businesses benefit the learners by providing placements where international
marketing techniques can be practised
Access to external agencies including Business Link, the foreign university, and
other information sources provide a vocational context and suitable information
sources.

UNIT 52: EXPORTING AND IMPORTING DOCUMENTATION AND PROCEDURES
Unit 52: Exporting and Importing

Documentation and Procedures

QCF level: 4
Credit value: 15
Aim
The aim of this unit is to enable learners to understand and practise the
completion of import and export documentation and procedures required for
international trade.
Unit abstract
This Unit explores the procedures to follow for the export and import of goods
within and beyond the EU.
Learners will explore the economics behind international trade and the
international trade organisations that influence global markets. The approach is
practical and specific emphasis is placed on the actual events that lead to the
export of goods to overseas destinations and the process for importing products
into the domestic market. The customs procedures, import duties and shipping
documentation requirements are examined along with the need to consult
appropriate government agencies such as customs and international trade
advisory bodies. The practical aspects of packaging and labelling are also
investigated.
The unit seeks to combine a sound theoretical framework with the development
of useful exporting management skills.
Learning outcomes
1 Understand the world import and export trade in the context of the EU
2 Understand of the role of relevant British government agencies in importing

3 Be able to complete shipping documentation
4 Be able to assess the importance of packaging for an export market.

Unit content
1 Understand the world import and export trade in the context of the EU.
The industry in context: World Trade Organisation ( WTO); how international

trade is controlled; regulatory bodies and trade relationships; the UK, its
neighbours (France, Ireland, Germany) and the EU in world trade context; world
trade with developing countries; fair trade issues
The import/export process: scale and economics of international trade;
preferential trade agreements; export department functions; export structures
and organisation; preliminary desk research; EU trade statistics (INTRASTAT)
and obtaining import data; identifying potential importers and distributors,
generating the sales enquiry to final dispatch
Import/Export orders: creating a process for export enquiries and sales leads;
commodity codes; using trade terms to your advantage; trade preferences
2 Understand of the role of relevant government agencies in importing.
Roles of Customs and Excise: the role of relevant government agencies; duty
and VAT Liabilities when importing or exporting.
Customs procedures: import entry procedures on arrival; warehousing; paying
import duty and VAT; tariff classifications
Freight forwarders: role of freight forwarders and identifying a local one; freight
forwarder associations
Practical advice: UK trade Invest; Business Link; Institute of Export; relevant
revenue and customs agencies; British International Freight Association (BIFA);
European Freight Forwarders Association (EFFA); International Federation of
Freight Forwarders Associations (FIATA)
Container Ports: explanation of location and access within the UK and EU and
their services
3 Be able to complete shipping documentation.
Export administration: import duties; taxes; tax rebates; reliefs; licences and
special conditions such as prohibitions; assessing the best method of payment
for your transactions
Compliance: host country regulations; discovering destination country
regulations; tariff quotas and other quotas; import licences; export licences;
prohibitions and restrictions
Shipping documentation: guide to the main forms: EUR1; Single Administrative
Document (SAD); Standard Shipping Note (SSN); ATA carnets, C88, Bill of
Lading
International commercial shipping terms (Incoterms): the revised Incoterms;
importance of Incoterms in export negotiation; determining the best Incoterms
in different situations

4 Be able to assess the importance of packaging for an export market.
Preparing goods for overseas markets: physical packaging; cultural aspects,

protection, costs, perishables, and infestation
Promotional opportunities: design; branding identification; forgeries; purchase
motivations.
Label regulations: dangerous goods, label approvals, label information,
language
Ease of handling: contents identification, convenience, size of packs, warning
notices
NCTS: the New Computerised Transit System


LO1 Understand the world 1.1 Analyse world trade organisations and their
import and export role in international trade
trade in the context of
1.2 Compare the scale and context of world trade
the EU.
with that of the EU
1.3 Explain the mechanisms for measuring world
trade in the context of being an EU member
country
1.4 Evaluate the procedures for processing import
and export orders in the context of being an
EU member country.
LO2 Understand of the role 2.1 Explain the roles of relevant government
of relevant government agencies in the context of importing products
agencies in importing.
2.2 Analyse customs documentation and
procedures in order to ensure compliance
2.3 Evaluate sources of practical advice to
importers and exporters within the EU
2.4 Evaluate the role of freight forwarding in
importing to meet customer requirements.
LO3 Be able to complete 3.1 Apply import and export administration
shipping procedures for a specific product
documentation.
3.2 Simulate the import of a consignment using
appropriate shipping documentation
3.3 Review compliance procedures in host
countries to avoid documentation mistakes
3.4 Demonstrate the use of international
commercial shipping terms (INCOTERMS) so
that goods are correctly shipped.
LO4 Be able to assess the 4.1 Prepare goods appropriately for transportation
importance of
4.2 Assess labelling requirements in an overseas
packaging for an
market
export market.
4.3 Demonstrate how to obtain transport
insurance to safeguard shipments
4.4 Explain how computerised systems are used to
identify and track packages.

Guidance
Links
This unit forms a direct link with the other marketing units in the programme.
The unit is linked with Unit 4: Marketing Principles, Unit 18: Advertising and
Promotion in Business, Unit 8: Research Project, Unit 52: International
marketing and Unit 49: Work Based Experience.
Essential Requirements
For this unit learners require access to the internet and email. The unit involves
a simulated export negotiating exercise and so the exchange of emails will take
place with an overseas trader either simulated or real.
Access to the Chartered Institute of Marketings Information and Library Service

provides information on host and overseas markets.

Access to external government agencies and professional associations provides
a vocational context and useful information sources.

UNIT 53: STUDY AND COMMUNICATION SKILLS FOR BUSINESS
Unit 53: Study and Communication Skills

for Business

QCF level: 4
Credit value: 15
Aim
The aim of this unit is to provide learners with an understanding of the
academic skills required to function effectively in a UK university environment,
with particular focus on language skills and terminology for the study of
Business.
Unit abstract
This unit focuses on the development of Academic study and communication
skills which will enable learners to prepare effectively for university study. In
addition to understanding business terminology, learners will develop the ability
to read critically and synthesise their ideas in their writing. Learners will also be
required to complete a series of reflective tasks and will understand the
importance of becoming an independent learner.
The unit will include several key components: academic writing; academic
reading; listening and note-taking; language for seminars; presentation skills;
academic vocabulary development; grammar for academic and business
purposes. Materials used in the unit will provide learners with support in skills
for the other units in the course.
Learning outcomes
1 Understand how to develop reading strategies to evaluate business sources and
materials
2 Understand techniques to listen effectively and critically to business focused
materials and develop note-taking skills.
3 Be able to produce a written analysis of a business case study.
4 Be able to communicate effectively in business situations using appropriate
presentation techniques.

Unit content
1 Understand how to develop reading strategies to evaluate business

sources and materials
Reading strategies: key arguments; specific information; discrimination

between fact and opinion; supporting examples e.g. company reports, financial
times
Text structure: identify complex text structure; follow an argument and
supporting evidence; key sections
Independent learning: note-taking; summarising; vocabulary development;
analysis; critical thinking; learning journal(s)
2 Understand techniques to listen effectively and critically to business

focused materials and develop note-taking skills
Listening techniques: understanding main points; inference; prediction;

signposting; following instructions
Listening skills: lectures; broadcasts; note-taking; paraphrasing; summarising;
listening critically and actively
3 Be able to produce a written analysis of a business case study
Writing process: genre; focus; outline; brainstorming; planning; structure;

layout
Academic writing structure: writing introductions and conclusions; definitions;
paragraphing; topic sentences
Referencing: recording sources; in-text citation; paraphrasing; avoiding
plagiarism; reference list
Independent learning: evaluating relevance of ideas; editing; proofreading;
personal goals
4 Be able to communicate effectively in business situations using

appropriate presentation techniques.
Seminar skills: expressing opinion; agreeing and disagreeing; interrupting

politely; leading discussion; turn-taking
Presentation skills: research; structure; signposting; key points; body
language; intonation; audience rapport; visual aids
Independent learning: critical self-reflection; peer evaluation; group evaluation;
roles; personal goals and objectives.


LO1 Understand how to 1.1 take notes and summarise information in text
develop reading from business sources
strategies to evaluate
1.2 compare and contrast fact and opinion
business sources and
demonstrating critical analysis skills using
materials.
separate business sources
1.3 evaluate key arguments and supporting
evidence from separate business sources using
effective reading strategies
LO2 Understand techniques 2.1 analyse the content of different types of
to listen effectively and recorded business material to include lectures
critically to business and radio broadcasts
focused materials and
2.2 produce accurate summary notes of the
develop note-taking
recorded materials
skills.
2.3 demonstrate comprehension of complex
recorded business materials
LO3 Be able to produce a 3.1 discuss genre and focus through the analysis
written analysis of a of a complex task
business case study.
3.2 develop a structured written argument with
supporting evidence to a non routine
business problem
3.3 describe cause and effect relationships
3.4 use academic hedging and caution
3.5 reference accurately according to the Harvard
system
3.6 accurately proofread and edit a written
business text


LO4 Be able to 4.1 Participate effectively in business situations
communicate and working groups
effectively in business
4.2 Give others the opportunity to contribute their
situations using
ideas and opinions
appropriate
presentation 4.3 Demonstrate ability to assimilate information
techniques. communicated by others.
4.4 Demonstrate appropriate presentation skills
and non-verbal communication skills during a
business presentation
4.5 Direct discussions to achieve objectives
4.6 Reflect on personal performance to set future
learning goals and objectives

Guidance
Links
This unit can be used to support learners in the study of other subject modules.

UNIT 54: BUSINESS SKILLS FOR PROPOSALS AND PITCHES
Unit 54: Business Skills for Proposals

and Pitches

QCF level: 4
Credit value: 15
Aim
The aim of this unit is to provide learners with an understanding of the
concepts and skills involved in the development and implementation of a
business idea through the practical application of relevant theories.
Unit abstract
This is a broad-based unit which focuses on the application of business
concepts in a practical context. Learners will understand the academic and
business skills involved in researching a market, analysing data and making
informed decisions. In this unit, learners will consolidate understanding of the
concepts developed in units 14, for example management and leadership
theories and the elements of the marketing mix.
Firstly, learners will be required to develop a business idea by identifying a gap

in the market. Through this process, learners will practice and further develop
skills in market research and data analysis. Learners will then consider the
market environment for their chosen product/service using a variety of
business tools, for example PESTEL analysis and Porters Five Forces.
Next, learners will understand how to critically evaluate a number of business

ideas in a formal context and assess their feasibility. Learners will also,
therefore, develop an understanding of how to conduct a business meeting, in
addition to enhancing communication and debating skills. Finally, learners will
consider the elements of the marketing mix and prepare a pitch for their
chosen business idea.
Learning outcomes
1. Understand ways of researching and analysing a market.
2. Be able to apply analytical tools when assessing the feasibility of a business
proposal.
3. Be able to participate in formal business meetings.
4. Be able to participate in a group business pitch using verbal and visual methods.

Unit content
1 Understand ways of researching and analysing a market
Business sectors: food and drink; leisure; media & technology; travel; fashion;
beauty and health; finance; product; service; country of operation
Market research: market share; growth; market trends; market reports;
industry profiles
Analysis of business information: current tends in markets; strengths and
weaknesses of products and services; SWOT analysis; production; competitors
2 Be able to apply analytical tools when assessing the feasibility of a

business proposal
Macro-environment: PESTEL analysis; political; economic; social; technological;

environmental; legal; external factors; market potential
Target market: market segmentation (geographic, demographic, psychographic
and behavioural); positioning
Micro-environment: Porters Five Forces; barriers to entry; supplier power;
buyer power; threat of substitution; threat of new entry; competitive rivalry
Business proposal: factors to consider for robustness; competitors: direct;
indirect market share; strengths and weaknesses; research and analysis of
proposal
3 Be able to participate in formal business meetings
Preparation for a business meeting: drawing up an agenda; allocation of roles;

communication of information; methods of communication; format of
communication; pre and post meeting documentation; timings; attendance;
invitees
Conducting a business meeting: taking minutes; role of the chair; turn-taking;
debating skills; recording decisions; critical evaluation; making judgements
4 Be able to participate in a group business pitch using verbal and visual

methods
Verbal communication: presentation skills; time management; teamwork;

effective business communication; language of persuasion; evaluation of pitch
and group work
Visual communication: graphics; presentation slides; promotional video;
advertising (leaflets); body language and gestures


LO1 Understand ways of 1.1 conduct market research through the use of
researching and appropriate online resources including market
analysing a market and industry reports
1.2 evaluate current trends in a market
1.3 analyse the strengths and weaknesses of a
potential product/service
LO2 Be able to apply 2.1 analyse the macro-environment through the
analytical tools when use of a PESTEL analysis
assessing the feasibility
2.2 select a target market for a specific business
of a business proposal
proposal through the process of market
segmentation
2.3 analyse the micro-environment for this
proposal through the use of the Porters Five
Forces
2.4 select a robust business proposal based on
research and analysis
LO3 Be able to participate 3.1 document a formal business meeting
in formal business effectively, including pre and post meeting
meetings communications
3.2 participate effectively in a business meeting
3.3 present a business proposal at a meeting
3.4 critically evaluate meeting outcomes
LO4 Be able to participate 4.1 demonstrate effective team working and time
in a group business management skills in preparation for the pitch
pitch using verbal and
4.2 communicate effectively in a formal
visual methods
presentation, both verbally and visually
4.3 use language of persuasion effectively
4.4 evaluate the success of the pitch in meeting
the business objectives.

Guidance
Links
This unit has links with other business units such as Unit 4: Marketing Principles.
Learners individually research a proposal, which they then individually present
at a meeting. One suggested approach is for the meeting then to decide which
proposal to take forward, this is then the proposal that the group take forward
and pitch.
There are no essential or unique resources required for the delivery of this unit,
although it may be beneficial to use a video camera to record the pitch.

UNIT 55: BUSINESS ECONOMICS
Unit 55: Business Economics

QCF level: 5
Aim
The aim of this unit is to enable learners to understand the behaviour of
domestic firms, transnational organisations and governments through
substantive micro and macro-economic theory and policies and apply these to
current and past events that have had a significant economic impact on the
world.
Unit abstract
Economics is the study of how society responds to the basic problem of scarcity
of resources, from both an individual and societal approach. It also helps to
explain and address a wide range of economic phenomena such as a financial
crisis.
This unit will explore market equilibrium as well as compare the behaviour of
individual firms which operate within the four main market structures; perfect
competition, monopolistic competition, oligopoly as well as perfect and
statutory monopolies. It will also examine domestic and transnational macro-
economic policies which governments pursue, including the effects of fiscal and
monetary policy, and the theory behind comparative advantage and
international trade.
Learning outcomes
1 Understand microeconomic theory relating to markets
2 Understand the impact of market power on an economy
3 Understand the role of government in the macroeconomic environment
4 Be able to apply economic theories to the globalisation of trade.

Unit content
1 Understand microeconomic theory relating to markets
The basic economic problem of scarcity and resource allocation: limited

resources versus infinite human wants, production possibility frontiers,
propensity to consume and save
The role of opportunity cost: concept of foregone benefit, costs in the short and
long run, revenue, profit maximisation
Equilibrium in a market: Concept of supply and demand, supply and demand
curves, normal goods, inferior goods, the effect of price movements, market
equilibrium Differing market system: planned versus market-based economies,
mixed economies, e.g. different levels of state intervention around the world
Importance of elasticity: concepts of price, cross price and income elasticity of
demand and elasticity of supply, contributing factors to elasticity pricing
strategies
Government Intervention in the Market: minimum and maximum pricing, black
markets, indirect taxation, elasticity and the incidence of taxation
2 Understand the impact of market power on an economy
Recognise how firms set prices: pricing behaviour of firms in markets,

structure-conduct-performance
Market power, operations and economic environment: market structures
including perfect competition, monopolistic competition, oligopoly, monopoly,
natural monopoly, contestable markets, monopsony, the impact of regulation on
these market structures
3 Understand the role of government in the macroeconomic environment
Changes in structure of the economy: Privatisation, move from an industrial to

service sector to technology-based economy
Four possible economic objectives for government macro-economic policy, full
employment, price stability, economic growth, balance of payments equilibrium
Economic policy: fiscal policy, monetary policy, Keynesian economics versus
different schools of economic thought, multiplier, supply side policy
Performance of economies in the global market: Key economic indicators such
as GDP growth unemployment, inflation, investment, global trade in the last 20
years

4 Be able to apply economic theories to the globalisation of trade
Economics of trade for development: Theory of comparative advantage, growth

of global trade 1900 to present time, impact of emerging economies, e.g. Brazil,
Russia, China, India ( BRICs), Mexico. Indonesia, South Korea, Turkey (MIST)
Advantages and disadvantages of free trade for development: trade
agreements, protectionism, impact of the economic union and trading blocks,
e.g. EU, ASEAN, etc.
Global economic environment and internationalisation: Impact of transnational
organisations, financial and money markets, emerging economies e.g. BRIC,
MIST countries and emerging Africa
Impact of domestic and global economic shocks: global financial crises, boom
and bust economies, impact of recessions on individual firms


LO1 Understand 1.1 explain the economic problem of scarcity and
microeconomic theory resource allocation
relating to markets 1.2 explain how equilibrium in a market is
achieved
1.3 evaluate the importance of differing market
systems
1.4 evaluate the role of opportunity costs in
determining how economies make decisions
1.5 assess the importance of elasticity in market
interactions
LO2 Understand the impact 2.1 explain the implications of pricing and
of market power on an objectives on a business firms operations
economy 2.2 compare how prices are set in different market
structures
2.3 analyse how a firms behaviour is affected by:
their market structure
operations
2.4 evaluate the impact of regulation on market
power in given situations
LO3 Understand the role of 3.1 analyse how the structure of an economy has
government in the changed in the 21st Century giving the
macroeconomic arguments for this change
environment 3.2 evaluate the tools available to meet
macroeconomic policy challenges
3.3 evaluate the success of a governments
policies in achieving macroeconomic objectives
3.4 evaluate the economic performance of an
economy in the global market
LO4 Be able to apply 4.1 demonstrate the theory of comparative
economic theories to advantage using relevant illustrations from
the globalisation of emerging economies
trade 4.2 justify the advantages and disadvantages of
free trade for development using appropriate
case studies
4.3 analyse the impact of emerging economies on
the developed economies
4.4 evaluate the impact of recent domestic and
global economic shocks to the economy

Guidance
Links
This unit links with the external environment pathway units, especially: Unit 1:
Business Environment; Unit 35: European Business.
Real life case studies and real time news articles will be needed to support
learners through this unit.
The use of case studies at this level will need careful preparation and
management. There are a large number of examples of case studies focusing
on individual firms, transnational organisations, governments and economies,
often in appropriate journals.
Learners must read a quality newspaper, journal or associated website on a

regular basis.

Centres should try to develop links with local Employers. Many businesses and
chambers of commerce are keen to promote local business and are often willing
to provide visit opportunities, guest speakers, and information about business
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Pearson BTEC Levels 4 and 5

Higher Nationals in Business

Unit 1: Business Environment 1

Unit 1: Business Environment

Unit code: Y/601/0546

Businesses operate in an environment shaped by the government, competitors,

It is within this business environment that organisations function and have to

BTEC Levels 4 and 5 Higher Nationals specification in Business 1

2 Pearson BTEC Levels 4 and 5 Higher Nationals specification in Business

1 Understand the organisational purposes of businesses

Categories of organisation: legal structure; type e.g. private company, public

2 Understand the nature of the national environment in which businesses

Economic systems: the allocation of scarce resources; effective use of

BTEC Levels 4 and 5 Higher Nationals specification in Business 3

3 Understand the behaviour of organisations in their market environment

Market types: perfect competition, monopoly, monopolistic competition,

4 Be able to assess the significance of the global factors that shape

Global factors: international trade and the UK economy; market opportunities;

4 Pearson BTEC Levels 4 and 5 Higher Nationals specification in Business

Learning outcomes and assessment criteria

Learning outcomes Assessment criteria for pass

BTEC Levels 4 and 5 Higher Nationals specification in Business 5

Employer engagement and vocational contexts

6 Pearson BTEC Levels 4 and 5 Higher Nationals specification in Business

Unit 2: Managing Financial Resources

Unit code: H/601/0548

BTEC Levels 4 and 5 Higher Nationals specification in Business 7

1 Understand the sources of finance available to a business

2 Understand the implications of finance as a resource within a business

3 Be able to make financial decisions based on financial information

Budgeting decisions: analysis and monitoring of cash and other budgets

8 Pearson BTEC Levels 4 and 5 Higher Nationals specification in Business

4 Be able to evaluate the financial performance of a business

Terminology: introduction to debit, credit, books of prime entry, accounts and

BTEC Levels 4 and 5 Higher Nationals specification in Business 9

Learning outcomes and assessment criteria

Learning outcomes Assessment criteria for pass

10 Pearson BTEC Levels 4 and 5 Higher Nationals specification in Business

Employer engagement and vocational contexts

www.businessbritainuk.co.uk provides information about business in Britain

www.fsb.org.uk The Federation of Small Businesses provides

BTEC Levels 4 and 5 Higher Nationals specification in Business 11

Unit 3: Organisations and Behaviour

Unit code: H/601/0551

BTEC Levels 4 and 5 Higher Nationals specification in Business 13

1 Understand the relationship between organisational structure and

Types of organisation and associated structures: functional, product-based,

2 Understand different approaches to management and leadership

Development of management thought: scientific management; classical

3 Understand ways of using motivational theories in organisations

Motivation theories: Maslows Hierarchy of Needs; Herzbergs Motivation

14 Pearson BTEC Levels 4 and 5 Higher Nationals specification in Business

Leadership: leadership in organisations; managers and leaders; leadership

4 Understand mechanisms for developing effective teamwork in

BTEC Levels 4 and 5 Higher Nationals specification in Business 15

Learning outcomes and assessment criteria

Learning outcomes Assessment criteria for pass

16 Pearson BTEC Levels 4 and 5 Higher Nationals specification in Business

Employer engagement and vocational contexts

BTEC Levels 4 and 5 Higher Nationals specification in Business 17

Unit 4: Marketing Principles

Unit code: F/601/0556

Next, learners consider the use of environmental analysis in marketing and